The Influence of Written Composition on Audience Perceptions of Social Media Posts Surrounding the Wild Horse and Burro Controversy

Graduate Student Thesis - A content analysis was performed on 136 Facebook posts from six organizations communicating about the wild horse and burro controversy and 8,295 accompanying audience comments. The posts and comments were inductively coded by the researcher using framing as the framework (Scheufele, 1999) to reveal the influence of organization’s compositional differences on the audience’s perception of and communication about the Facebook post.