Abstract
This content analysis explores framing and media types used by the NAACP, National Urban League, National Action Network, and ColorOfChange.org in social media during the Trayvon Martin case. After George Zimmerman fatally shot Martin and was not charged with murder, these organizations drafted petitions and staged rallies. Likelihood ratio results show some significant differences in frames. Overall, the results suggest that the organizations could have done more to use multimedia and encourage activism.
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