‘War against our Children’: Stance and evaluation in # BringBackOurGirls campaign discourse on Twitter and Facebook

Abstract

The #BringBackOurGirls social media campaign on Twitter and Facebook was not only a global campaign for the release of the Nigerian schoolgirls kidnapped by Boko Haram, but also a campaign for the rights of female children and girls to formal education. This article applies the appraisal framework and (critical) discourse analysis to examine the discursive features of this campaign and the role of affective stance in the evaluation of social actors in the campaign discourse. Findings reveal that #BringBackOurGirls (https://twitter.com/hashtag/BringBackOurGirls?src=hash) campaign exhibits a great deal of affect at the level of vocabulary reflecting moods, feelings and emotional language in the representations of persons, groups and governments. Most of the evaluations reflect negative valence, which is often typical of public reactions to (social) media reports of crisis, or national disasters. The article argues that social media campaigns and activisms can be fruitful if they are followed up by practical offline actions; otherwise, they will end up as mere skacktivism. Some of the campaigners themselves argued that the campaign could not have been successful if the girls were not rescued.