Palabras clave

Comunicación, activismo, compromiso, cambio social, eficacia, persuasión, motivación social, recepción

Resumen

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.

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Ficha técnica

Recibido: 27-05-2019

Revisado: 08-07-2019

Aceptado: 31-07-2019

OnlineFirst: 15-11-2019

Fecha publicación: 01-01-2020

Tiempo de revisión del artículo : 42 días | Media tiempo revisión número 62: 40 días

Tiempo de aceptación del artículo: 65 días | Media tiempo aceptación número 62: 72 días

Tiempo de edición del preprint: 174 días | Media tiempo edición número preprint 62: 176 días

Tiempo de edición del artículo: 219 días | Media tiempo edición número 62: 221 días

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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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