ABSTRACT
This chapter examines the Facebook page of the tribe with particular emphasis on how the page spoke to the motivations that inspired the activists. It utilizes a content analysis of the Standing Rock Sioux Tribe’s Facebook page to determine major themes throughout the movement, assess interaction from online activists, and examine the role of the page during key moments throughout the protests. The chapter explains content analysis to determine the messages, themes, and influence the page had in the Dakota Access Pipeline (DAPL) protests. Using the page, researchers coded to identify identity, morality, emotion, and efficacy the core motivations for undertaking collective action. Violations of sacred values tend to generate strong emotions such as hate particularly when there is a historical memory and narrative of such violations. Environmentalism and Health received a very large proximity score affirming that those concerned with the environment were also concerned about health.
