From Activism to Collective Remembrance: The Transforming Rhetoric of Campaign Slogans in the #BringBackOurGirls Online Movement on Twitter

This paper explores the evolution of slogans and hashtags in the #BringBackOurGirls online campaign, seven years after the abduction of 276 schoolgirls in Chibok, Northeastern Nigeria. It highlights the shift from an urgent call to activism to a broader focus on collective memory. An Aristotelian rhetorical analysis of tweets from 2015 to 2021 identifies two distinct rhetorical contexts in the memory activism of the BBOG campaigns. The first frame embodies hope, resilience, and recovery, exemplified by slogans like “Hope Endures,” “Never to be Forgotten,” and “Until All Are Free.” The second frame underscores accountability and responsibility, with slogans such as “No More Excuses” and “No More Delays.” Findings suggest that slogans in memory activism play a pivotal role in expressing the collective memory and shared experiences of a group within socio-political movements. They act as emotional principles, encapsulating community sentiments and aspirations. This shift fosters unity and purpose among members who collectively advocate for accountable governance. By linking personal narratives with collective history, these slogans ensure that the struggles and resilience of affected communities are remembered and preserved over time. This research ultimately deepens the understanding of how slogans and hashtags shape the legacy of online campaigns, underscoring the significance of memory in the ongoing pursuit of justice and accountability.