Comunicar en positivo o negativo en el activismo social
Positive or negative communication in social activism
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
Preprint: 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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