Social media represents a growing portion of social movements, 카지노사이트 with the possibility to quickly and easily reach large groups of people on a global scale. Understanding how to engage and activate one’s online audience holds substantial implications for those looking to advocate for social justice. This knowledge will allow social movement leaders to better communicate with their followers and more effectively build global support through social media. Similarly, identifying the emotions behind this action will better inform social media leaders of what type of feelings they need to elicit from their audience in order to receive the most impactful reaction. Having this knowledge would allow social movements to expand more quickly, leading to greater involvement of the public and heightened awareness of social justice issues.
Instagram can pull passive followers into active advocacy through effective use of emotional content. Unfortunately, nonprofits can struggle to emotionally engage their followers without overwhelming them to the point of inaction. While the relationship between action and emotion is well documented, research has shown that when faced with issues of mass suffering people tend to feel and show less compassion for victims due to self-protective emotion regulation. When helping is too costly, be it psychologically or physically, we automatically regulate our emotions to protect ourselves from becoming overwhelmed. This protective strategy leaves us feeling less for those in need and thus less motivated to act, both on- and off-line.바카라사이트
In this study, we proposed that nonprofits might receive more activity on social media if they posted content that elicited positive emotion. To test this hypothesis, we surveyed participants on their emotional reaction to content posted by the nonprofit Voices of Homeless. We collected two months’ worth of data (60 images posted on Instagram) and surveyed participants on which emotions they felt each of these posts elicited. We then compared these responses to the number of likes and comments each post had received to correlate social media engagement with emotion.
- Content that elicited inspiration and enthusiasm received the greatest amount of activity (likes and comments) on social media, contradicting previous suggestions that guilt is a primary motivator for pro-social action.온라인카지
- Content that elicited fear received the least amount of activity on social media, suggesting that fearmongering is not an effective means for getting individuals motivated to act on social media.
- Content that elicited positive emotions were generally more successful in gaining likes and comments on social media than negative content overall, suggesting that nonprofits may be more successful if they highlight what is already being done rather than focusing on what still needs to be done.