Palabras clave

Redes sociales, participación cívica, estilo lingüístico, género, credibilidad, Twitter, ONG, protección del medio ambiente

Resumen

El presente trabajo tuvo como propósito examinar el efecto de dos estilos lingüísticos en mensajes de Twitter sobre su capacidad de atraer e involucrar a usuarios en actividades de participación cívica, entendida esta como la participación de ciudadanos en acciones de mejora comunitaria. A partir de una aproximación sociolingüística, se realizó un estudio experimental en el que 324 estudiantes universitarios evaluaron los mensajes publicados por el líder de una ONG medioambiental en su página de Twitter. Se manipuló el género del líder de la ONG (hombre o mujer) y el estilo lingüístico empleado en la redacción de los mensajes en términos de un estilo «súbito» (ejemplo: asertivo, directo) o un estilo «dócil» (ejemplo: indirecto, ambiguo). El género de los evaluadores también fue manipulado con el fin de analizar diferencias potenciales en las impresiones y evaluaciones de hombres y mujeres. Los resultados mostraron que cuando los líderes «hombre» y «mujer» emplearon un estilo lingüístico súbito en sus mensajes fueron percibidos como más creíbles sin importar el género de los evaluadores. Además, el análisis de efectos indirectos registró que la credibilidad percibida hacia el líder medió la relación entre el estilo súbito y la probabilidad de que los seguidores se involucren en las iniciativas de la ONG. Los resultados son discutidos en términos de la relevancia de este tipo de comunicación para la participación cívica en las redes sociales.

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Ficha técnica

Recibido: 06-10-2015

Revisado: 02-11-2015

Aceptado: 23-11-2015

OnlineFirst: 15-02-2016

Fecha publicación: 01-04-2016

Tiempo de revisión del artículo : 27 días | Media tiempo revisión número 47: 35 días

Tiempo de aceptación del artículo: 48 días | Media tiempo aceptación número 47: 62 días

Tiempo de edición del preprint: 133 días | Media tiempo edición número preprint 47: 147 días

Tiempo de edición del artículo: 178 días | Media tiempo edición número 47: 192 días

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Alvídrez, S., & Franco-Rodríguez, O. (2016). Powerful communication style on Twitter: Effects on credibility and civic participation. [Estilo comunicativo súbito en Twitter: Efectos sobre la credibilidad y la participación cívica]. Comunicar, 47, 89-97. https://doi.org/10.3916/C47-2016-09

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