Positive or negative communication in social activism

Pinazo-Calatayud, Daniel and Nos-Aldas, Eloisa and Agut-Nieto, Sonia Positive or negative communication in social activism. Comunicar, 2020, vol. 28, n. 62, pp. 69-78. [Journal article (Paginated)]

Text (Research article (Text in English))
c6206en.pdf - Published version
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (813kB) | Preview
Text (Research article (Texto en Español))
c6206es.pdf - Published version
Available under License Creative Commons Attribution Non-commercial Share Alike.

Download (841kB) | Preview

English abstract

This study analyses the role of communication in social activism from models that surpass the mere emotional reaction, prior belief reinforcement or brand identification. This paper tests the hypothesis that a message focused on the cause (and its results) will motivate a previously sensitized audience depending on their interactions with source favorability. The methodology is based on the design of a bifactor experimental action result study 2 (failure versus success) x 2 valences (favorable versus unfavorable source) with the participation of 297 people who are pro-avoidance of evictions. The results allow us to infer that the messages from sources hostile to the cause that report negative results have the potential to emotionally and behaviorally motivate activists to a greater extent than messages with more positive results from favorable sources. The conclusions point to the dialogue between social injustice frames and pro-cause action emotions as a way to increase social mobilization. The theoretical and empirical implications of these findings are discussed in the present-day context of social media prevalence.

Spanish abstract

Esta investigación analiza el papel de la comunicación en el activismo social desde modelos que superen la mera reacción emocional, el refuerzo de creencias previas o la identificación con la marca. Este estudio pone a prueba la hipótesis de que un mensaje que centre la atención en la causa (en sus resultados) motivará a una audiencia previamente sensibilizada en favor de dicha causa cuando interactúe con la favorabilidad de la fuente. Se ha diseñado un estudio experimental bifactorial 2 resultado de la acción (fracaso versus éxito) x 2 valencia (fuente favorable versus fuente desfavorable) con la participación de 297 personas pro-evitación de desahucios. Los resultados permiten deducir que los mensajes emitidos por fuentes hostiles para la causa que informen de resultados negativos tienen el potencial de motivar afectiva y conductualmente a los activistas en mayor medida que mensajes con resultados más positivos en fuentes favorables. Las conclusiones finales señalan al diálogo entre marcos discursivos de injusticia social y emociones de acción pro-causa como vía para incrementar la movilización social. Se discuten las implicaciones teórico-prácticas de estos resultados en el contexto actual de predominio de redes sociales.

Item type: Journal article (Paginated)
Keywords: Communication; activism; engagement; social change; efficacy; persuasion; social motivation; reception; Comunicación; activismo; compromiso; cambio social; eficacia; persuasión; motivación social; recepción
Subjects: B. Information use and sociology of information > BJ. Communication
G. Industry, profession and education.
G. Industry, profession and education. > GH. Education.
Depositing user: Alex Ruiz
Date deposited: 03 Apr 2020 19:42
Last modified: 03 Apr 2020 19:42
URI: http://hdl.handle.net/10760/39832


Arceneaux, K., & Johnson, M. (2015). How does media choice affect hostile media perceptions? Evidence from participant preference experiments. Journal of Experimental Political Science, 2(1), 12-25. https://doi.org/10.1017/xps.2014.10

Arceneaux, K., Johnson, M., & Cryderman, J. (2013). Communication, persuasion, and the conditioning value of selective exposure: Like minds may unite and divide but they mostly tune out. Political Communication, 30(2), 2013-231. https://doi.org/10.1080/10584609.2012.737424

Bakker, T.P., & de-Vreese, C.H. (2011). Good news for the future? Young people, Internet use, and political participation. Communication Research, 38(4), 451-470. https://doi.org/10.1177/0093650210381738

Baron, R.M., & Kenny, D.A. (1986). The moderator-mediator variable distinction in social psychological research: Conceptual, strategic, and statistical considerations. Journal of Personality and Social Psychology, 51(6), 1173-1182. https://doi.org/10.1037/0022-3514.51.6.1173

Becker-Olsen, K.L., Cudmore, B.A., & Hill, R.P. (2006). The impact of perceived corporate social responsibility on consumer behavior. Journal of Business Research, 59(1), 46-53. https://doi.org/10.1016/j.jbusres.2005.01.001

Boulianne, S. (2009). Does Internet use affect engagement? A meta-analysis of research. Political Communication, 26(2), 193-211. https://doi.org/10.1080/10584600902854363

Brady, W.J., Wills, J.A., Burkart, D., Jost, J.T., & Van-Bavel, J.J. (2018). An ideological asymmetry in the diffusion of moralized content on social media among political leaders. Journal of Experimental Psychology: General, 49(2), 192-205. https://doi.org/10.1037/xge0000532

Briñol, P., & Petty, R.E. (2015). Elaboration and validation processes: Implications form media attitudes change. Media Psychology, 18(3), 267-291. https://doi.org/10.1080/15213269.2015.1008103

Briñol, P., Petty, R.E., & Tormala, Z.L. (2004). Self-validation of cognitive responses to advertisements. Journal of Consumer Research, 30(4), 559-573. https://doi.org/10.1086/380289

Chaffee, S., & Miyo, Y. (1983). Selective exposure and the reinforcement hypothesis: An intergenerational panel study of the 1980 presidential campaign. Communication Research, 10(1), 3-36. https://doi.org/10.1177/009365083010001001

De-Andrés, S., Nos-Aldás, E., & García-Matilla, A. (2016). The transformative image: The power of a photograph for social change: The death of Aylan. [La imagen transformadora. El poder de cambio social de una fotografía: la muerte de Aylan]. Comunicar, 24, 29-37. https://doi.org/10.3916/C47-2016-03

Dimitrova, D.V., Shehata, A., Strömbäck, J., & Nord, L.W. (2014). The effects of digital media on political knowledge and participation in election campaigns: Evidence from panel data. Communication Research, 41(1), 95-118. https://doi.org/10.1177/0093650211426004

Ehrenberg, A.S. (2000). Repetitive advertising and the consumer. Journal of Advertising Research, 40(6), 39-48. https://doi.org/10.2501/jar-40-6-39-48

Fatkin, J.M., & Lansdown, T.C. (2015). Prosocial media in action. Computers in Human Behavior, 48, 581-586. https://doi.org/10.1016/j.chb.2015.01.060

Freedman, J.L., & Sears, D.O. (1965). Selective exposure. In L. Berkowitz (Ed.), Advances in experimental social psychology (pp. 57-97). New York: Academic Press. https://doi.org/10.1016/s0065-2601(08)60103-3

Haidt, T.J. (2001). The emotional dog and its rational tail: A social intuitionist approach to moral judgment. Psychological Review, 108(4), 814-834. https://doi.org/10.1037//0033-295x.108.4.814

Haidt, T.J. (2003). The moral emotions. In R.J. Davidson, K. Scherer, & H. Goldsmith (Eds.), Handbook of affective sciences (pp. 852-870). Oxford, UK: Oxford University Press. https://bit.ly/2GYT7LH

Haidt, T.J. (2007). The new synthesis in moral psychology. Science, 316, 998-1002. https://doi.org/10.1126/science.1137651

Hansen, L.K., Arvidsson, A., Nielsen, F.Å., Colleoni, E., & Etter, M. (2011). Good friends, bad news-affect and virality in Twitter. In J.J. Park, L.T. Yang, & C. Lee (Eds.), Future information technology. Communications in computer and information science (pp. 34-43). Berlin, Heidelberg: Springer. https://doi.org/10.1007/978-3-642-22309-9_5

Hart, W., Albarracín, D., Eagly, A.H., Brechan, I., Lindberg, M.J., & Merrill, L. (2009). Feeling validated versus being correct: A meta-analysis of selective exposure to information. Psychological Bulletin, 135(4), 555-588. https://doi.org/10.1037/a0015701

Hayes, A.F. (2009). Beyond Baron and Kenny: Statistical mediation analysis in the new millennium. Communication Monographs, 76(4), 408-420. https://doi.org/10.1080/03637750903310360

Kirk, M. (2012). Beyond charity: Helping NGOs lead a transformative new public discourse on global poverty and social justice. Ethics & International Affairs, 26(2), 245-263. https://doi.org/10.1017/s0892679412000317

Lambert, A.J., Eadeh, F.R., Peak, S.A., Scherer, L.D., Schott, J P., & Slochower, J.M. (2014). Toward a greater understanding of the emotional dynamics of the mortality salience manipulation: Revisiting the ‘affect-free’ claim of terror management research. Journal of Personality and Social Psychology, 106(5), 655. https://doi.org/10.1037/a0036353

Nisbet, E.C., Hart, P.S., Myers, T., & Ellithorpe, M. (2013). Attitude change in competitive framing environments? Open-/closed-mindedness, framing effects, and climate change. Journal of Communication, 63(4), 766-785. https://doi.org/10.1111/jcom.12040

Norris, P. (2001). Digital divide: Civic engagement, information poverty, and the Internet worldwide. Cambridge: Cambridge University Press. https://doi.org/10.1017/cbo9781139164887

Nos-Aldás, E., & Pinazo, D. (2013). Communication and engagement for social justice. Peace Review, 25(3), 343-348. https://doi.org/10.1080/10402659.2013.816552

Obregón, R., & Tufte, T. (2017). Communication, social movements, and collective action: Toward a new research agenda in communication for development and social change. Journal of Communication, 67(5), 635-645. https://doi.org/10.1111/jcom.12332

Oskamp, S. (1991). Attitudes and opinions. Englewood Cliffs, NJ, US: Prentice-Hall.

Papacharissi, Z. (2002). The virtual sphere: The Internet as a public sphere. New Media & Society, 4(1), 9-27. https:// doi.org/10.1177/14614440222226244

Petty, R.E., & Cacioppo, J.T. (1986). The elaboration likelihood model of persuasion. Advances in Experimental Social Psychology, 19, 123-205. https://doi.org/10.1016/s0065-2601(08)60214-2

Pinazo, D., & Nos-Aldás, E. (2016). Developing moral sensitivity through protest scenarios in International NGDO’s communication. Communication Research, 43(1) 25-48. https://doi.org/10.1177/0093650213490721

Pinazo, D., Barros?Loscertales, A., Peris, R., Ventura?Campos, N., & Avila, C. (2012). The role of protest scenario in the neural response to the supportive communication. International Journal of Nonprofit and Voluntary Sector Marketing, 17(3), 263-274. https://doi.org/10.1002/nvsm.1428

Pinazo, D., Peris, R., Ramos, A., & Brotons, J. (2013). Motivational effects of the perceived image of non?governmental organisations. Journal of Community & Applied Social Psychology, 23(5), 420-434. https://doi.org/10.1002/casp.2140

Reysen, S., & Hackett, J. (2017). Activism as a pathway to global citizenship. The Social Science Journal, 54(2), 132-138. https://doi.org/10.1016/j.soscij.2016.09.003

Reysen, S., & Katzarska-Miller, I. (2013). A model of global citizenship: Antecedents and outcomes. International Journal of Psychology, 48(5), 858-870. https://doi.org/10.1080/00207594.2012.701749

Sampedro, V., & Martinez-Avidad, M. (2018). The digital public sphere: An alternative and counterhegemonic space? The case of Spain. International Journal of Communication, 12, 23-44. https://bit.ly/2VU3xl8

Seguí-Cosme, S., & Nos-Aldás, E. (2017). Bases epistemológicas y metodológicas para definir indicadores de eficacia cultural en la comunicación del cambio social. Commons, 6(2), 10-33. https://doi.org/10.25267/commons.2017.v6.i2.02

Stroud, N.J. (2007). Media use and political predispositions: Revisiting the concept of selective exposure. Political Behavior, 30(3), 341-366. https://doi.org/10.1007/s11109-007-9050-9

Tabachnick, B.G., Fidell, L.S., & Ullman, J.B. (2007). Using multivariate statistics (Vol. 5). Boston, MA: Pearson. https://bit.ly/2GVGdOH

Waisbord, S. (2015). Three challenges for communication and global social change. Communication Theory, 25, 144-165. https://doi.org/10.1111/comt.12068

Watson, D., Clark, L.A., & Tellegen, A. (1988). Development and validation of brief measures of positive and negative affect: The PANAS scales. Journal of Personality and Social Psychology, 54(6), 1063-1070. https://doi.org/10.1037/0022-3514.54.6.1063

Webster, J.G., & Ksiazek, T.B. (2012). The dynamics of audience fragmentation: Public attention in an age of digital media. Journal of Communication, 62(1), 39-56. https://doi.org/10.1111/j.1460-2466.2011.01616.x


Downloads per month over past year

Actions (login required)

View Item View Item