Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages
Social media activism is a relatively recent phenomenon that has taken off worldwide, where many have taken to social media platforms to relay messages on sociopolitical issues such as racism. However, factors that influence the effects of such activism messages are yet to be studied. This research...
| Main Authors: | , , , , , |
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| Other Authors: | |
| Format: | Journal Article |
| Language: | English |
| Published: |
2024
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| Online Access: | https://hdl.handle.net/10356/174905 https://ijoc.org/index.php/ijoc/article/view/20982/4493 |
| _version_ | 1826123572096008192 |
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| author | Lou, Chen Yap, Chelsea Ning Rei Zhou, Xuan Lim, Ji Ah Koh, Melody Tingyi Tan, Aik |
| author2 | Wee Kim Wee School of Communication and Information |
| author_facet | Wee Kim Wee School of Communication and Information Lou, Chen Yap, Chelsea Ning Rei Zhou, Xuan Lim, Ji Ah Koh, Melody Tingyi Tan, Aik |
| author_sort | Lou, Chen |
| collection | NTU |
| description | Social media activism is a relatively recent phenomenon that has taken off worldwide, where many have taken to social media platforms to relay messages on sociopolitical issues such as racism. However, factors that influence the effects of such activism messages are yet to be studied. This research seeks to address this gap. Informed by selfcategorization theory (SCT) and collective action framing, we conducted an online experiment to test how group membership (in-group vs. out-group) and message framing (diagnostic vs. motivational) affect individuals’ responses to social media activism messages. We found that activism messages promoted by out-group members with a motivational frame (vs. a diagnostic frame) led to greater perceived persuasiveness of the message, whereas activism messages promoted by in-group members revealed no such difference, regardless of the use of frames. The findings promise theoretical contributions to SCT and framing literature and provide insights on using social media to effectively deliver activism messages. |
| first_indexed | 2024-10-01T06:06:52Z |
| format | Journal Article |
| id | ntu-10356/174905 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:06:52Z |
| publishDate | 2024 |
| record_format | dspace |
| spelling | ntu-10356/1749052024-04-21T15:34:27Z Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages Lou, Chen Yap, Chelsea Ning Rei Zhou, Xuan Lim, Ji Ah Koh, Melody Tingyi Tan, Aik Wee Kim Wee School of Communication and Information Social Sciences Self-categorization Collective action Social media activism is a relatively recent phenomenon that has taken off worldwide, where many have taken to social media platforms to relay messages on sociopolitical issues such as racism. However, factors that influence the effects of such activism messages are yet to be studied. This research seeks to address this gap. Informed by selfcategorization theory (SCT) and collective action framing, we conducted an online experiment to test how group membership (in-group vs. out-group) and message framing (diagnostic vs. motivational) affect individuals’ responses to social media activism messages. We found that activism messages promoted by out-group members with a motivational frame (vs. a diagnostic frame) led to greater perceived persuasiveness of the message, whereas activism messages promoted by in-group members revealed no such difference, regardless of the use of frames. The findings promise theoretical contributions to SCT and framing literature and provide insights on using social media to effectively deliver activism messages. Ministry of Education (MOE) Published version This study was funded by a RG57/19 (NS) Tier 1 grant from Singapore’s Ministry of Education. 2024-04-16T00:57:15Z 2024-04-16T00:57:15Z 2024 Journal Article Lou, C., Yap, C. N. R., Zhou, X., Lim, J. A., Koh, M. T. & Tan, A. (2024). Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages. International Journal of Communication, 18, 1178-1201. 1932–8036 https://hdl.handle.net/10356/174905 https://ijoc.org/index.php/ijoc/article/view/20982/4493 18 1178 1201 en RG57/19 (NS) International Journal of Communication © 2024 (Chen Lou, Chelsea Ning Rei Yap, Xuan Zhou, Ji Ah Lim, Melody Tingyi Koh, and Aik Tan). Licensed under the Creative Commons Attribution Non-commercial No Derivatives (by-nc-nd). Available at http://ijoc.org. application/pdf |
| spellingShingle | Social Sciences Self-categorization Collective action Lou, Chen Yap, Chelsea Ning Rei Zhou, Xuan Lim, Ji Ah Koh, Melody Tingyi Tan, Aik Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages |
| title | Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages |
| title_full | Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages |
| title_fullStr | Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages |
| title_full_unstemmed | Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages |
| title_short | Explicating the effects of in- versus out-group membership and collective action framing on social media activism messages |
| title_sort | explicating the effects of in versus out group membership and collective action framing on social media activism messages |
| topic | Social Sciences Self-categorization Collective action |
| url | https://hdl.handle.net/10356/174905 https://ijoc.org/index.php/ijoc/article/view/20982/4493 |
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