Study of the "Sedaye Aban 98" protest campaign on Instagram based on Jawt and Adanel model

The purpose of this research was to study the protest campaign of "Sadaye Aban 98" on the Instagram. The main question of the research is to evaluate the nature of this campaign, identify its 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 by Fairclough critical discourse analysis method and its results have been analyzed and evaluated in the Jawt and Adanel campaign analysis model. The results of the research show that this campaign, with the aim of creating and constructing dualities between "people" and "government", has sought to widely represent the popular protests and their consequences. The target audience of this scan consists of three categories: the government, the protesters and the users of social networks. The reaction of the target audience was contrary to the expectations of the propagandists , and the evaluation showed that their attendance was very low. Finally, these goals were not fully achieved due to the weakness in the implementation of run the campaign, such as lack of reference to reality, lack of formation of Interactive communication, lack of demand for the main concern of the people, structural weakness of run the campaign and passivity of social network users.