Ключевые слова

Communication, activism, engagement, social change, efficacy, persuasion, social motivation, reception

Резюме

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.

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Техническая спецификация

Получила: 27-05-2019

пересмотренный: 08-07-2019

Принятый: 31-07-2019

OnlineFirst: 15-11-2019

Дата публикации: 01-01-2020

Время пересмотра статьи: 42 дней | Среднее время пересмотра вопроса 62: 40 дней

Время принятия статьи: 65 дней | Время приема Номер 62: 72 дней

Время редактирования препринта: 174 дней | Выпуск препринта среднего времени редактирования 62: 176 дней

Время редактирования статьи: 219 дней | Среднее время редактирования журнала 62: 221 дней

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Pinazo-Calatayud, D., Nos-Aldas, E., & Agut-Nieto, S. (2020). Positive or negative communication in social activism. [Comunicar en positivo o negativo en el activismo social]. Comunicar, 62, 69-78. https://doi.org/10.3916/C62-2020-06

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