This paper explores how consumer identity is evolving as a response to technology and how for-profit brands are leveraging that identity evolution. It then posits that in order for human rights to become normalized in the United States, human rights NGOs must adopt the same strategics as their for-profit competitors or risk losing the next generation and becoming obsolete.
","abstract_html":"<p>This paper explores how consumer identity is evolving as a response to technology and how for-profit brands are leveraging that identity evolution. It then posits that in order for human rights to become normalized in the United States, human rights NGOs must adopt the same strategics as their for-profit competitors or risk losing the next generation and becoming obsolete.</p>","abstract_has_math":false,"creators":["Echols, Noah"],"institution":null,"degree_name":"Master of Arts in American Studies (MAST)","degree_level":"Thesis","degree_discipline":"American Studies","degree_department":null,"school":null,"contributors":["Dr. Kenneth Maffitt","Dr. Amber Hutchins"],"advisors":[],"committee_chairs":[],"committee_members":[],"year":2012,"date_issued":"2012-04-01T07:00:00Z","date_published":"2012-04-01T07:00:00Z","updated_at":"2026-07-24T02:42:45Z","subjects":["social media","human rights","technology and identity","non-governmental organizations","Communication Technology and New Media"],"languages":[],"rights":[],"rights_urls":[],"identifier_entries":[]},"links":{"outbound_url":"https://digitalcommons.kennesaw.edu/etd/508","outbound_label":"Repository record","outbound_source":"dc:identifier"},"metadata_groups":[{"id":"people","label":"People","entries":[{"key":"dc:contributor","label":"Contributor","values":["Dr. Kenneth Maffitt","Dr. Amber Hutchins"]},{"key":"dc:creator","label":"Author","values":["Echols, Noah"]}]},{"id":"academic_context","label":"Academic Context","entries":[{"key":"dc:date.available","label":"Dc Date Available","values":["2012-05-15T07:00:00Z"]},{"key":"thesis:degree_discipline","label":"Discipline","values":["American Studies"]},{"key":"thesis:degree_level","label":"Degree Level","values":["Thesis"]},{"key":"thesis:degree_name","label":"Degree Name","values":["Master of Arts in American Studies (MAST)"]}]},{"id":"subjects_keywords","label":"Subjects and Keywords","entries":[{"key":"dc:subject","label":"Dc Subject","values":["social media","human rights","technology and identity","non-governmental organizations","Communication Technology and New Media"]}]},{"id":"identifiers","label":"Identifiers","entries":[{"key":"dc:identifier","label":"Identifier","values":["https://digitalcommons.kennesaw.edu/etd/508"]}]},{"id":"additional","label":"Additional Metadata","entries":[{"key":"dc:description.abstract","label":"Abstract","values":["This paper explores how consumer identity is evolving as a response to technology and how for-profit brands are leveraging that identity evolution. It then posits that in order for human rights to become normalized in the United States, human rights NGOs must adopt the same strategics as their for-profit competitors or risk losing the next generation and becoming obsolete.
"]},{"key":"dc:title","label":"Title","values":["I Am Human Rights: Leveraging Social Media Identity Recasting for Human Rights Acceptance in the United States"]}]}],"canonical_facts":{"dc:contributor":["Dr. Kenneth Maffitt","Dr. Amber Hutchins"],"dc:creator":["Echols, Noah"],"dc:date.available":["2012-05-15T07:00:00Z"],"dc:description.abstract":["This paper explores how consumer identity is evolving as a response to technology and how for-profit brands are leveraging that identity evolution. It then posits that in order for human rights to become normalized in the United States, human rights NGOs must adopt the same strategics as their for-profit competitors or risk losing the next generation and becoming obsolete.
"],"dc:identifier":["https://digitalcommons.kennesaw.edu/etd/508"],"dc:subject":["social media","human rights","technology and identity","non-governmental organizations","Communication Technology and New Media"],"dc:title":["I Am Human Rights: Leveraging Social Media Identity Recasting for Human Rights Acceptance in the United States"],"thesis:degree_discipline":["American Studies"],"thesis:degree_level":["Thesis"],"thesis:degree_name":["Master of Arts in American Studies (MAST)"]},"updated_at":"2026-07-24T02:42:45Z"}