Mary Caldarella PRCM 2500-002 Case Analysis One Thirty-year-old Justine Sacco’s life changed in a matter of hours due to one tweet that went viral while she was on a flight from London to South Africa. On Dec. 20, 2013, Sacco tweeted “Going to Africa. Hope...
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Mary Caldarella PRCM 2500-002 Case Analysis One Thirty-year-old Justine Sacco’s life changed in a matter of hours due to one tweet that went viral while she was on a flight from London to South Africa. On Dec. 20, 2013, Sacco tweeted “Going to Africa. Hope I don’t get AIDS. Just kidding. I’m white!” Sacco thought nothing of it, turned her phone off, and enjoyed her 11-hour flight to see her extended family. As she turned on her phone after hours of silence, Sacco’s phone was suddenly exploding with notifications. She was shocked when a message from one of her high school acquaintance’s texted her, “I’m so sorry to see what’s happening.” (NY Times) She was confused and immediately answered a phone call from her best friend who told her that her racist tweet had gone viral while she was on her flight. Sacco was terrified and made her friend delete the tweet and her Twitter account immediately, but the damage was done. While Sacco was on her flight, thousands of tweets were sent out with
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