Sydney Alexander

April 7, 2015

Project 2

ENC 3417

TheRhetoricof
SocialMediafor
KnightThon2015
Various social media outlets use rhetorical appeals
during Knight-Thon: UCF's Dance Marathon to
persuade their followers and community members to
donate to GOCMN Hospitals. The purpose of the use
of social media is not only to raise money, but also to
become more "Knight-Thon literate" through each
post.

Sydney Alexander
April 7, 2015

Project 2

ENC 3417

Sydney Alexander
April 7, 2015

Project 2

Knight-Thon: UCFs Dance Marathon is one of the most

anticipated events of the year at the University of Central
Florida. It is the culmination and celebration of the fundraising
efforts for Greater Orlando Childrens Miracle Network
Hospitals. Knight-Thon depends heavily on social media to
reach out to its participants and followers to receive
donations and reminders about their event, fundraising, and
the cause in which they support. During the dance marathon
weekend, social media becomes the most important tool to
reach out to the community and complete the final pushes for
reaching the 2015 fundraising goal, $500,000. In the picture
above, Facebook sent a reminder to every individual an hour
before the event that Knight-Thon is about to start and will
not end until the following day at 8:00am. Facebook creates
this social desire to everyone who clicked since it was posted
to hopefully persuade him or her that this is an event that
they should not be missing.
The power of social media is one we cannot take for granted
as many use it as a tool to employ the use of rhetoric to their
audience and Knight-Thon is no exception. The picture of the
event reminder kicks off the weekend through the use of
logos. When you click the reminder that pops up on the
notification tab, you are brought to the information and facts
about the event. It also displays the statistics about the
cause. For example, that every minute 62 children enter a
CMN Hospital and that 1 and 10 children will be treated at a
CMN hospital this year. Throughout the event, the goal is to
make the followers of Knight-Thon and those also in
attendance more literate about the cause and the
organization and to understand what a dance marathon truly
is. The first step is to get the people there or reminded that it
is happening today, so that they can keep up with the feed on
various social media outlets or rush over to the CFE Arena
themselves and through the use of Facebook and their event
notification capabilities this is successfully completed. KnightThon does campaigns all year to get students more
knowledge or competent about the cause, but they use the
weekend of the event as the biggest push to get those
donations and visitors to see the event and understand what
is means to stand on your feet for 20 hours.
Seeing that the event is 20 hours on the notification continues
the Knight-Thon literacy and prompts the understanding that
Dance Marathons are meant for long hours to induce some
pain on the dancers/participants to give them a little taste of
what the children are going through in the local hospitals.
Reminding them about the event, even if they are not
participating, will allow them to see speakers at event, talk

ENC 3417

Sydney Alexander
April 7, 2015

Project 2

ENC 3417

The newest social media outlet that Knight-Thon was able to

use this year was Snapchat. Creating a filter allows anyone in
certain
amount
of radius
fromathe
CFE Arena
To kick offathe
event,
Knight-Thon
posted
picture
with a and
surrounding
geographical
location
to
see
this on
their
participant and a miracle child to inform their followers
about
the
Snapchat
and
gave
Knight-Thon
the
ability
to
market
hash tag that they would be using for the entire event to track their
eventsocial
way beyond
their reach
on campus.
With
over 60,000
their followers
media use.
The quote
a picture
is worth
a
students
attending
the
university
and
only
1,100
participants,
thousand words is evident in this photo. Knight-Thon did not even
this filter
gave
the photo
organization
advantage.
When
have to mention
that
in this
is JP or much
did they
have to tell
his new
filters
are
placed
on
Snapchat
users
automatically
question
miracle story as a way to promote participation. There is a clear
the in
event
is and directed
why it isat
important
enough
to have the
appeal to what
emotion
the photo
the audience.
It asks
capability
to
be
place
on
an
application
on
your
iPhone.
the participants to use the photo booth just like our miracle
Knight-Thons
hope
is that
not only
would
the filter
children have
and keep up
with
our event.
With
overpeople
1,000 use
posts
at
the
event
to
display
what
these
students
who
did
not
over the weekend, it is safe to say that the use of pathos was
attend were missing out on, but would spark the interest of
successful.
students to do a little research online once they saw the filter
itself.
This would
the individual
to take
the first
The miracle
balloons
in theprompt
background
are constant
reminder
of step in
literateHospitals
in Knight-Thon.
Childrensbecoming
Miracle Network
and the children they support.
Knight-Thon creates those banners in order for the followers to
Manyopportunities
Snapchats were
taken of
various
aspects
of the event
have multiple
to connect
that
balloon
with the
over
the
course
of
the
20
hours,
but
these
two
artifacts
children in the local hospitals. The balloon forms its own type of in
particularthe
areFacebook
important
to talk
about.
firstthe
oneevent,
is of a
literacy. Whereas,
event
links
moreThe
of just
participant
asking
for donations.
Eachthe
dancer
sets
a must
this picture
brings in the
cause.
To understand
cause,
one
fundraising
goal
for
them
and
in
the
artifact
above
this
first be able to identify its symbols and what the balloon means.
individual
only
had
thirty-three
more
dollars
to
fundraise.
They could have used a picture with just two people at the event,
Snapchat
wasaabanner
quick and
way
to show
the people
but using Using
a miracle
child and
thateasy
is the
symbol
of the
she
chose
to
see
this
image,
that
she
needed
their
help. The
non-profit organization, truly brings out the emotion.
sad face in the picture is an obvious use of pathos. Her
followers
know
that shebut
hasthe
been
standing
herisfeet now for
This picture
is posted
on Twitter,
photo
booth on
prop
over
10
hours
and
understand
that
she
is
in
her
final
call to
imitating an Instagram post. This is a prime example of how
social
action.
The
second
photo
is
an
Executive
Board
member
media technologies can feed off of each other. In order to ensure
event
is about toturned
start. to
This
picture was
the use ofbefore
social the
media,
Knight-Thon
incentives
to sent to her
to receive
legitimacy
andand
appeal
to the feed
ethos of her
encouragefollowers
its consistent
usage.
The Twitter
Instagram
audience.
Having
the
clipboard
in
the
picture,
an
empty
was every so often placed on the big screen at the event and
arena,
and in
theused
outfit
that the in
Executive
BoardCollege
is all going to
would display
photos
that
#KT2015
their caption.
be
wearing
when
they
enter
the
venue
is
a
way
to
students are always looking for recognition and this was the gain
credibility
her
audience
say she
was a part
of the
opportunity
for themfrom
to be
displayed
fortotheir
fundraising
efforts.
planning
of this event
and all
hardtowork
comes
down to
This #KT2015
was displayed
all over
theher
event
connect
social
this
very
day.
With
Snapchat,
the
user
is
able
to
chose
media literacy to the event the entire night. By asking people to exactly
whotag
sees
picture
so the
audience ispage
a lot to
narrower and
use this hash
it this
will then
cause
Knight-Thons
the
users
most
likely
already
knows
that
they
are participating
inevitably gain more followers as people utilize it throughout
the
in
Knight-Thon.
One
can
assume
the
audience
already
event and then they will become even more connected to
the has
knowledge
about
the event
and is
opportunity
event as they
continue
to follow
the page
asjust
the an
year
continues.to
reinforce
your
credibility
or
appeal
to
the
emotions
in the
order to
The use of social media for Knight-Thon is all about connecting
reach
your
fundraising
goal.
Orlando community and UCF students to understanding how their
money is affecting our local kids and by using the hash tag they
Snapchats
can
onlyliterate
be played
for up
to 10
seconds,
are not only
becoming
more
in what
social
media
is so it is
photography
videos.together.
Knight-Thon doesnt have the
capable offlash
doing,
but linking and
the cause
ability to make someone literate about the social media
application since you would have to have it already to see it,
but it is making people aware and have an initial
understanding that Knight-Thon is a Dance Marathon, it is
happening this weekend, and will then cause the user to find
out more about the event and become more literate in the
sense to what it is Knight-Thon stands forTHE KIDS!

Sydney Alexander
April 7, 2015

Project 2

ENC 3417

Sydney Alexander
April 7, 2015

Project 2

During the 20-hour event, the Arnold Palmer transport

unit, a portable ICU, visited the participants outside the
CFE Arena. This ambulance was purchased through the
funds that Knight-Thon has raised over the past couples
of years. Having this unit at the event is a testament to
the hard work and fundraising efforts each of these
dancers have put into this cause. This participant posted
a photo of her opportunity to visit the unit has an appeal
to ethos. This artifact gives credibility to Knight-Thon as
an organization that the funds raised go directly support
the children and will allow people to trust and be
confidant when donating to anyone involved. This
picture gives the ability for not only the dancers in the
venue the opportunity to see what they have contributed
to, but the use of social media allows the community of
followers to see that Knight-Thon is a reliable
organization. It doesnt matter if they do not follow this
specific participant because the use of #KT2015 allows
anyone to see what this person has posted about the
event through the power of a hash tag.
The caption is significant to discuss in addition to just
what the picture itself brings to the rhetorical appeal.
She explains how the transport unit encompasses not
only medical care equipment, but also decoration to
make it not feel like an ambulance. Childrens Miracle
Network Hospitals focuses on making the childs
experience less like a scary hospital experience and she
captures that in this artifact. She uses the word make
miracles happen to appeal to the emotions of her
audience and show that they can be a hero by donating
today. She continues to use pathos to emphasize that
this is what fundraising is all about and includes her
fundraising link, another use of technology through
social media, to get direct support from her followers.
This use of Instragram is similar to that of Twitter, but is
just another outlet to convey the importance and allow
followers to learn more about Knight-Thon and the
cause.

ENC 3417

Sydney Alexander
April 7, 2015

Project 2

ENC 3417

Sydney Alexander
April 7, 2015

Project 2

ENC 3417

This video on Instagram is the last artifact and by far

one of the most important for the followers to see.
During the event, power hour is the most anticipated
hour for the participants in which their team will
receive three points per every dollar they fundraise,
this essentially meanscrunch time. Posting this video
of Bella, one of our miracle children brings the
competition back to the cause. Although it is to help
push the fundraising at the event, it is an opportunity
to show our dancers and supporters what their funds
are able to do. Bella takes the stage confidently and for
those 30 seconds is able to forget about the struggles
she has gone through in our local hospitals and to hear
other people cheering for her. The caption is a
reminder that we are all in this together, fighting for
the same cause so that no child ever has to go through
this alone. The lets band together is a way to unite
our campus who all wants to reach the goal of half a
million dollars. It is very clear that this is a definite pull
on the heartstrings and an appeal to their emotions. At
the time, the community and followers of Knight-Thon
are able to physically connect with a miracle child even
though they are not present at the event.
This post also introduces the FTK slogan that unites
all Dance Marathons across the nation who stands
FOR THE KIDS. This was a strategic placement of the
slogan in order to represent that this is not just for
Bella who is pictured above, but also for all the kids
around the nation. As you can see FTK is showcased
on the fanny pack on the Executive Board member on
the right as a reminder that where she goes she is
standing for the hope that children will one day have
the opportunity to go to college like the students
standing in the Arena. Comments on the post include
every dollar makes a difference in lives of these
children in order to prompt any type of donor to give
what they can. Watching a miracle child perform on
stage and placing yourself in their parents shoes as
Knight-Thon gives them the chance to shine only brings
tears and emotions to the surface and successfully
brings in donations from the community. During power
hour, while this post was up, Knight-Thon raised over
$12,000.
After Bella and the other miracle children were singing
and dancing, we had parents come up to tell the
miracle stories about their children. No dry eyes are
usually in the room for these, but more than the
emotion is again the understanding and becoming a
knowledgeable participant about the diseases and
challenges that these children face. It is easy to say

Sydney Alexander
April 7, 2015

Project 2

ENC 3417

Through each of these posts above, followers

from start to finish are able to understand and
become well versed in Knight-Thon. The
weekend begins with the Facebook notification
of the event to understand the logistics of who,
what, where, when, and why to the various uses
of multiple social media technologies to show
the cause, the local children, the fundraising
efforts, and what the UCF community stands
together for every year. Rhetoric is the perfect
tool to best describe how social media works to
not only educate, but also to inflict emotion and
persuade the audience to either donate or
become a part of this movement. The display of
the use of Facebook, Twitter, Instagram, and
Snapchat is a testament to the power of social
media and rhetoric working together for one
cause. I am proud to say that Knight-Thon
surpassed their goal of half a million dollars and