#[Community]strong: how commemorative slogans emerge following crises

In the aftermath of a disaster or crisis, studies have long documented aid and support for the affected community, creating a therapeutic space for members to cope with the associated losses. This support can be expressed in a number of mediums including donation dollars, volunteer hours or through well-wishes offered online. One example of this support that has transcended virtual and geographic boundaries and emerged as material culture is the #strong slogan. Within the past 10 years, these slogans use the name of a disaster-affected community followed by “strong” (e.g. El Paso Strong, Boston Strong, Jersey Strong) both online and in material culture (e.g. stickers or Tshirts) to raise awareness and often funds following a tragic event. Using news media of #strong coverage over the past decade, this research investigates how these slogans represent therapeutic communities and contribute to the cultural identity of the affected community during recovery. Our findings reveal that the slogans contribute to community pride and social cohesion thus helping individuals cope with loss. Moreover, the strong slogans present in material culture reflect the unique cultures of each locale and often are associated with local events or iconic places. Importantly, these slogans can foster disaster resilience by maintaining a collective memory of hazards that impacted communities in the past.