Study of the "Sada-e-Aban 98" Campaign on Instagram Based on Garth S. Jowett & Victoria O' Donnell's Model

: The purpose of this study was to analyze the "Sada-e-Aban 98" campaign on Instagram. The main question of the research was to evaluate the nature of this campaign, identify its main goals, and what advertising and communication techniques and mechanisms did it use to achieve its goals? The main statement of this campaign has been evaluated using Fairclough’s critical discourse analysis method and its results have been analyzed and evaluated based on Garth S. Jowett & Victoria O' Donnell's Model.
The results of the study show that this campaign, with the aim of creating and constructing dualities between the "people" and "government" of Iran, has sought to widely highlight and represent the different aspects of the protest and its consequences. The target audience of this campaign consists of three groups: the government, the protesters, and the users of social networks. The reaction of the target audience was contrary to the expectations of the campaign organizers and the results of the study showed that targets audiences’ interest and contribution to the campaign were very low. Finally, the mentioned goals were not fully achieved due to the weakness in the implementation of the campaign, such as lack of reference to reality, lack of two-way communication, lack of using strong advertisement techniques, structural weakness of campaign, and inability to engage the audiences and social network users.