“#BringDickieVtoMurray”: A Case Study Analysis of a Fan-Enacted Twitter Campaign

Abstract

This case study examined how fans initiated and utilized the Twitter hashtag #BringDickieVtoMurray to successfully persuade ESPN and renowned college basketball broadcaster Dick Vitale to nationally broadcast a game at Murray State University, illustrating the potential for influencing media entities and media figures to action using Twitter. A thematic analysis of 514 tweets was conducted and revealed four themes: (a) use of persuasive tactics, (b) references to the hashtag itself, (c) links to points of attachment, and (d) basking in reflected glory. Furthermore, a series of semi-structured interviews were employed to provide additional context regarding the case.