Palavras chave

Redes sociais, participação cívica, estilo linguístico, gênero, credibilidade, Twitter, ONG, proteção do meio ambiente

Resumo

O presente trabalho teve como propósito examinar o efeito de dois estilos linguísticos em mensagens do Twitter sobre sua capacidade de atrair e envolver os usuários em atividades de participação cívica, compreendia como a participação de cidadãos em ações de melhorias comunitárias. A partir de uma aproximação sociolinguística, foi realizado um estudo experimental no qual 324 estudantes universitários avaliaram as mensagens publicadas pelo líder de uma ONG ambiental em sua página no Twitter. Foi manipulado o gênero do líder da ONG (homem ou mulher) e o estilo linguístico empregado na redação das mensagens; em termos de um estilo «poderoso» (exemplo: assertivo, direto) ou um estilo «dócil» (exemplo: indireto, ambíguo). O gênero dos avaliadores também foi manipulado a fim de analisar as potenciais diferenças nas impressões e avaliações de homens e mulheres. Os resultados mostraram que quando os líderes «homem» e «mulher» empregaram um estilo linguístico poderoso em suas mensagens, foram percebidos como mais críveis, sem importar o gênero dos avaliadores. Além disso, a análise do efeito indireto registrou que a credibilidade atribuída ao líder mediou a relação entre o estilo poderoso e a probabilidade de que os seguidores se envolvam nas iniciativas da ONG. Os resultados são discutidos em termos da relevância deste tipo de comunicação para a participação cívica nas redes sociais.

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Technical information

Recebido: 06-10-2015

Revisado: 02-11-2015

Aceite: 23-11-2015

OnlineFirst: 15-02-2016

Data de publicação: 01-04-2016

Tempo de revisão do artigo: 27 dias | Tempo médio de revisão do número 47: 35 dias

Tempo de aceitação do artigo: 48 dias | Tempo médio de aceitação do número 47: 62 dias

Tempo de edição da pré-impressão: 133 dias | Tempo médio de edição pré-impressão do número 47: 147 dias

Tempo de processamento do artigo: 178 dias | Tempo médio de processamento do número 47: 192 dias

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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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