Palavras chave

Comunicação, ativismo, compromisso, mudança social, eficácia, persuasão, motivação social, recepção

Resumo

Esta pesquisa analisa o papel da comunicação no ativismo social a partir de modelos que superem a mera reação emocional, o reforço de crenças prévias ou a identificação com a marca. Este estudo testa a hipótese de que uma mensagem que centre a atenção na causa (em seus resultados) motivará um público previamente sensibilizado a favor dessa causa, dependendo de suas interações com a fonte favorável. Foi projetado um estudo experimental bifatorial 2 resultado da ação (fracasso versus êxito) x 2 valência (fonte favorável versus fonte desfavorável) com a participação de 297 pessoas pró-prevenção de despejos. Os resultados permitem deduzir que as mensagens emitidas por fontes hostis à causa que relatem resultados negativos têm o potencial de motivar de forma afetiva e comportamental os ativistas em maior medida que mensagens com resultados mais positivos vindas de fontes favoráveis. As conclusões finais apontam para o diálogo entre os quadros discursivos de injustiça social e as emoções de ação pró-causa como via para aumentar a mobilização social. As implicações teórico-práticas desses resultados são discutidas no atual contexto do predomínio das redes sociais.

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Technical information

Recebido: 27-05-2019

Revisado: 08-07-2019

Aceite: 31-07-2019

OnlineFirst: 15-11-2019

Data de publicação: 01-01-2020

Tempo de revisão do artigo: 42 dias | Tempo médio de revisão do número 62: 40 dias

Tempo de aceitação do artigo: 65 dias | Tempo médio de aceitação do número 62: 72 dias

Tempo de edição da pré-impressão: 174 dias | Tempo médio de edição pré-impressão do número 62: 176 dias

Tempo de processamento do artigo: 219 dias | Tempo médio de processamento do número 62: 221 dias

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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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