TransCanada's Pipeline Stalled by Pathos: A Content Analysis of Keystone XL on Twitter

Abstract

Gaining public and political support for the Keystone XL pipeline project was impeded by the use of social media as a mass mobilization tool. Online discussions about the Keystone XL pipeline were dominated by negative sentiments that resonated with public audiences. Groups that opposed the Keystone XL pipeline had a consistent and regular social media presence that used both proactive and reactive messaging. This research project analyzes the success of the environmental movement on Twitter in terms of using techniques to mobilize supporters and exert mass message control. The results show that the success of the environmental movement can be attributed to the strategic use of coalition building and emotional messaging on Twitter. Anti-­‐pipeline activists recruited like-­‐ minded organizations to disseminate consistent and coordinated messaging. Such groups used emotional messaging that evoked fear. Pro-­‐pipeline activists attempted to use a job creation messaging to relay the benefits of the pipeline to public audiences. However, the results of this research project show that messages that appeal to logic are disseminated at a negligible rate compared to emotional messaging. The pro-­‐pipeline messaging did not resonate with public audiences as it lacked an emotional appeal and an effectively managed dissemination strategy.