Volume 2023, Issue 2
  • EISSN: 2616-4930


In the wake of the Black Lives Matter (BLM) movement in May 2020, many colleges and universities responded by making statements on their website and social media channels condemning racism. Higher education institutions began initiatives for diversity, equity, and inclusion (DEI) for faculty, staff, administrators, and students on campus. Three years later, this study investigates whether universities are still offering and promoting workshops, classes, events, and activities related to DEI to campus communities. To do so, the researchers conducted a content analysis on Twitter categorizing tweets over a one-month period, then they classified the Tweets using the top 10 colleges in the published in 2021. Tweets were categorized by the authors with the following classifications: equality and diversity, academics, campus life, faculty and student research, campus upgrades, administrative information, community service, and others. The researchers discovered that all categories were utilized to engage current students and to attract potential new students. The faculty and student research category was tweeted the most by universities over the one month of Twitter classification. Even though the category of “diversity, equality and inclusion” was not the most tweeted category, it was still frequently utilized as higher education institutions strongly highlighted content and information related to DEI initiatives.


Article metrics loading...

Loading full text...

Full text loading...



  1. Bernabo, L. (2019). Expanding television’s cultural forum in the digital era: Prime time television, Twitter, and Black Lives Matter. Journal of Broadcasting & Electronic Media, 63:(1), 77–93.
    [Google Scholar]
  2. Encyclopædia Britannica, inc. (2023, September 9). Black lives matter. Encyclopædia Britannica. https://www. britannica.com/topic/Black-Lives-Matter
  3. Cohen, J., & Kenny, T. (2020). Producing new and digital media: Your guide to savvy use of the web (2nd ed.). Routledge.
  4. de Sola Pool, I. (1990). Technologies without boundaries: On telecommunications in a global age. Harvard University Press.
  5. Edrington, C. L., & Lee, N. (2018). Tweeting a social movement: Black Lives Matter and its use of Twitter to share information, build community, and promote action. The Journal of Public Interest Communications, 2:(2), 289–289.
    [Google Scholar]
  6. Greenwald, A. G., & Farnham, S. D. (2000). Using the implicit association test to measure self-esteem and self- concept. Journal of Personality and Social Psychology, 79:(6), 1022.
    [Google Scholar]
  7. Howard, P. N., & Hussain, M. M. (2013). Democracy’s fourth wave?: digital media and the Arab Spring. Oxford University Press.
  8. Ince, J., Rojas, F., & Davis, C. A. (2017). The social media response to Black Lives Matter: How Twitter users interact with Black Lives Matter through hashtag use. Ethnic and Racial Studies, 40:(11), 1814–1830.
    [Google Scholar]
  9. Khalifa, M. (2011). The role of information technology in defeating the Arab regimes: Facebook 2-0 Arab presidents. The International Federation of Library Associations and Institutions, (s 5).
    [Google Scholar]
  10. Lucero, M. (2020). Meaning Behind the Movement: Black Lives Matter.
  11. Mohammad, S., Zhu, X., & Martin, J. (2014, June). Semantic role labeling of emotions in tweets. In Proceedings of the 5th workshop on computational approaches to subjectivity, sentiment and social media analysis (pp. 32–41).
  12. Murthy, D., Bowman, S., Gross, A. J., & McGarry, M. (2015). Do we tweet differently from our mobile devices? A study of language differences on mobile and web-based Twitter platforms. Journal of Communication, 65:(5), 816–837.
    [Google Scholar]
  13. News, V. (2020, June 3). What is black lives matter? https://www.voanews.com/a/usa_what-black-lives- matter/6190430.html
  14. Panda, A., Siddarth, D., & Pal, J. (2020). COVID, BLM, and the polarization of US politicians on Twitter. arXiv preprint arXiv:2008.03263.
  15. Ray, R., Brown, M., Fraistat, N., & Summers, E. (2017). Ferguson and the death of Michael Brown on Twitter:# BlackLivesMatter,# TCOT, and the evolution of collective identities. Ethnic and racial studies, 40:(11), 1797-1813.
    [Google Scholar]
  16. Samuels, H. W. (1998). Varsity letters: Documenting modern colleges and universities. Scarecrow Press.
    [Google Scholar]
  17. Sharafat, A. (2021). How twitter has spiked the Black Lives Matter movement.
  18. Stowe, K., Paul, M., Palmer, M., Palen, L., & Anderson, K. M. (2016, November). Identifying and categorizing disaster-related tweets. In Proceedings of the fourth international workshop on natural language processing for social media (pp. 1–6).
  19. Terrill, W. A. (2011). The Arab Spring and the Future of US Interests and Cooperative Security in the Arab World. Strategic Studies Institute, 2.
    [Google Scholar]
  20. Thelwall, M., & Thelwall, S. (2021). Twitter during COVID-19: George Floyd opening a space to address systematic and institutionalized racism? Available at SSRN 3764867.
  21. Tillery, A. B. (2019). What kind of movement is Black Lives Matter? The view from Twitter. Journal of Race, Ethnicity, and Politics, 4:(2), 297-323.
    [Google Scholar]
  22. Toraman, C., Şahinuç, F., & Yilmaz, E. H. (2021). What happened in social media during the 2020 BLM Movement? An analysis of deleted and suspended users in Twitter. arXiv preprint arXiv:2110.00070.
  23. U.S. News & World Report. (n.d.). About Us. Retrieved from https://www.usnews.com/about-us.
  24. U.S. News & World Report. (n.d.). Best Colleges. Retrieved from https://www.usnews.com/best-colleges
  25. Wang, D., Piazza, A., & Soule, S. A. (2018). Boundary-spanning in social movements: Antecedents and outcomes. Annual Review of Sociology, 44, 167–187.
    [Google Scholar]
  26. Watson, M. F., Turner, W. L., & Hines, P. M. (2020) Black lives matter: We are in the same storm but we are not in the same boat. Family process, 59:(4), 1362-1373.
    [Google Scholar]

Data & Media loading...

This is a required field
Please enter a valid email address
Approval was a Success
Invalid data
An Error Occurred
Approval was partially successful, following selected items could not be processed due to error