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ArielleAnnthersaHaddadWoodburyUniversity
¡ Upsurgeinusingsocialmediaasavehicleforsocialadvocacy,justice,andactivism(Morrison,2015).
¡ Motivationplaysroleinhowpeopleengageinactivismandsocialchange(vanStekelenburg,2013).
¡ Protestorsareoftenaggravatedduetofeelings&experiencesofinequality(vanStekelenburg,2013).
¡ Casualawarenessofworldeventsplaysaroleinthe“powerofgroupidentity”asitrelatestohumansocialbehavior(Brewer,1991).
¡ Collectiveidentificationintensifiesthegroup’sfeelingsofusefulness(vanStekelenburg,2013).
¡ Grievancestowardsasocio-politicalcause(vanStekelenburg,2013).
¡ Volunteeringprovidesasourceofsocialcontact,enjoyment,andsatisfaction(Hall,Hall,Cameron,&Green,2004).
¡ Predictedthatactivismwouldbe“mediatedbybroadcast,computer,andinformationtechnologies”(Kahn&Kellner,2004).
¡ Socialmediausehasbecomeapartofpopularculture(Crosier,Webster,&Dillon,2012).
¡ Perfectplatformforself-report(Parketal.,2014).
¡ Peopleunawareofinfluenceofprimingevents(Bargh,Chen,&Burrows,1996).
¡ Primingcanaffectchangesinone’sactiveself-concept(DeMarree,Wheeler&Petty,2005).
¡ Participantswhowatchworldhungervideoandusesocialmediamorearemorelikelytobewillingtopostonsocialmediaaboutasocialorpoliticalissueand/orgoouttovolunteer,andhavehigherTotalVolunteerism-Activismscores
¡ N=85§ 52%male§ 46%female§ 2%declinedtoanswer§ Experimental–N=45§ Control–N=40
¡ Age:18and36§ M=23§ SD=3.84
¡ RecruitedfromtwoinstitutionsinsouthernCalifornia
¡ Majorityofparticipantswerelikelytousesocialmediaduringtheweek
¡ BalesVolunteerism-ActivismScale§ 20-items,5-pointLikertscale§ MeasuresSenseofEffectiveness,
SociabilityorGeneralism,IdealismorPhilosophicalCommitment,andFeelGoodFactor
¡ Socialmediausehabitsanddemographicssurvey§ Frequencyofsocialmediause§ Frequentlyusedsocialmedia
websites§ Likelihoodofpostingaboutsocial
and/orpoliticalissuesonsocialmedia
§ Likelihoodtovolunteer§ Age&Gender
¡ Conditions§ Experimentalgroup–three-minutevideoaboutaworldhungercampaignbeingrunbytheUnitedNationsChildren'sFund(UNICEF)
§ Controlgroup–three-minutevideoaboutescapingfrombeingtiedupwithducttapeintheeventofakidnapping
¡ Sign-upsheets¡ Surveys
¡ 2x2mixedfactorialmultivariateanalysisofvariance(MANOVA)§ IV1:Controlorexperimentalvideo§ IV2:Amountoftimespentonsocialmedia(<2hours=“lowuse,”>2hours=“highuse”)
§ DVs:Likelihoodofpostingaboutasocialorpoliticalcauseonsocialmedia,goingouttovolunteerforasocialorpoliticalcause,andthetotalVolunteerism-Activismscore
§ OverallMANOVAshowedthattherewasnosignificance,F(3,75)=1.337,p=.269,Pillai’sTrace=.051
¡ Independentsamplest-test§ Conditions(experimentalorcontrol)XLikelihoodtopostonsocialmediashowedsignificantdifferenceonbothgroups▪ (t83=-2.806,p=.006,95%CI[-1.310,-.223]
§ AmountoftimespentonsocialmediaXLikelihoodtopostonsocialmediashowedasignificantdifferenceonbothgroups▪ (t79=2.913,p=.005,95%CI[.253,1.347]).
Differencesinlikelihoodtopostonsocialmediaaboutasocial/politicalcause,likelihoodtovolunteerforasocial/politicalcause,andTotalVolunteerism-Activismscoresintheexperimentalversuscontrolgroup
ObservedParticipantOutcomes
Meanpercentage(SD)
t p 95%CIEffectsize(Cohen’sd)LowSM
UseN=45
HighSMUse
N=40
Likelihoodtopostonsocialmedia 2.93(1.2) 3.70(1.2) -2.06 .006 [-1.31,-.223] -.61
Likelihoodtovolunteer 3.40(1.2) 3.80(1.0) -1.60 .112 [-.896,.096] -.32
TotalVolunteerism-ActivismScore 71.5(6.4) 70.4(6.6) .825 .412 [-1.66,4.01] .17
Differencesinlikelihoodtopostonsocialmediaaboutasocial/politicalcause,likelihoodtovolunteerforasocial/politicalcause,andTotalVolunteerism-Activismscoresinparticipantswhohavelowversushighsocialmediause
ObservedParticipantOutcomes
Meanpercentage(SD)
t p 95%CIEffectsize(Cohen’sd)LowSM
UseN=45
HighSMUse
N=36
Likelihoodtopostonsocialmedia 3.69(1.3) 2.89(1.1) 2.91 .005 [.253,1.34] .65
Likelihoodtovolunteer 3.76(1.0) 3.31(1.2) 1.78 .077 [-.051,.951] .39
TotalVolunteerism-ActivismScore 71.0(5.8) 70.6(6.8) .288 .774 [-2.393.20] .06
¡ Worldhungervideo=morelikelytopostonsocialmedia
¡ Lesssocialmediamedia=lesslikelytopost
¡ Priming,socialmediausedidnotaffectattitudestowardvolunteeringandactivism
• Limitations• SmallN• Moremeasureson
motivation• Researchintosocial
mediaislimitedduetofastgrowth
¡ Researchintotheeffectssocialmediahasoninfluencingpersonalopinionsonsocio-politicalcauses
¡ Howdoessocialmediaplayaroleinemotionalintelligence,motivation,persuasiontechniques,andpriming?
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