Özet:

In the context of today's global structure, many changes and effects have gained a significant scope. In the light of this scope, many social awareness actions and models have emerged. Among these emerging models, the digitalisation of activism and the electronification of lynch culture have had the most significant impact. Especially in recent years, increasing awareness of animal rights all over the world has also been shaped within this scope. It would not be wrong to say that one of the biggest contributions to the increase in animal rights awareness all over the world is the Save Ralph short film. Cos in addition to the effect created by the Save Ralph short film, lynching culture is generally a negative situation thanks to both street and internet activism created by the activist society created by the digitalisation of activism, while lynching actions created through animal rights have gained a more positive and sanctioned perspective. For this reason, semiotic analysis was used to evaluate the Save Ralph example in the article produced from this thesis. In addition, 250 tweets posted on Twitter using the hashtags "#saveralph and/or #hayvanhakları" within a 22-day period between 29.03.2021 and 19.04.2021 were analysed by content analysis in 17 different categories.

Anahtar Kelimeler: