A new culture of advocacy: An exploratory analysis of social activism on the web and social media

Seelig, Michelle I.; Millette, D.; Zhou, Chun; Huang, Jialing

doi:10.1080/15456870.2019.1540418

Cited by 29 publications

(30 citation statements)

References 52 publications

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“…Infographics were another attention-grabbing technique that conveyed statistics about successful women, such as the first Egyptian woman to fly, get a PhD, become a judge, Olympic winner, etc. This aligned with past research that found non-profits maximise their visual presence on social media (Seelig et al, 2019).…”

Section: Findings and Discussionsupporting

confidence: 90%

“…Social media platforms such as Facebook, Instagram and Twitter have revolutionised how organisations communicate, connect with and engage others about social causes (Seelig et al, 2019; Waters & Lo, 2012). Diverse organisations and agencies such as non-profit, non-governmental and intergovernmental organisations share a similar scope of work on social justice issues and advocate for human welfare independently or collaboratively, using social media.…”

Section: Literature Reviewmentioning

confidence: 99%

“…Social media also serves as a public relations tool for non-profit organisations to build, maintain and enhance relationships with their stakeholders (Muralidharan et al, 2011; Özdemir, 2012), as well as spreading information and mobilising support for a cause (Lovejoy & Saxton, 2012; Seelig et al, 2019). Other advocacy efforts include inviting others to join a cause, organising and mobilising collective action, raising awareness, fundraising, shaping attitudes, connecting with policymakers and the public, and updating interested supporters (Armstrong & Butcher, 2018; Thackeray & Hunter, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

“…In addition, people used Facebook ‘calling for justice of Rosenberg’, which led to an online movement and organised people to take part in person (Harlow, 2012). Research shows that this is because social media strengthens social networks and transforms public engagement (Lovejoy & Saxton, 2012; Seelig et al, 2019), thus allowing dialogue, community building and public support for an issue (Özdemir, 2012). In this regard, social media encourages participation in social issues, provides a forum for self-expression and motivates people to civically take part in social change (Thackeray & Hunter, 2010).…”

Section: Literature Reviewmentioning

confidence: 99%

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The Dragonfly Effect: Analysis of the Social Media Women’s Empowerment Campaign

Shata

Seelig

2021

Journal of Creative Communications

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Social media can advocate for social causes and catalyse audience support. To better understand the role of social media in advocacy communication, this article explores how advocates utilised Facebook to advocate for the ‘Taa Marbuta’ women empowerment campaign in Egypt. Our research draws on the dragonfly effect model and muted group theory as theoretical and analytical frameworks. In-depth interviews are conducted with advocates from all campaign partners who were directly involved in planning and managing the campaign. Following the dragonfly effect model, findings show that the campaign has a clear goal and uses various message strategies and pop culture for grabbing audience attention and generating audience engagement; however, there is no clear call for action. Thematic analysis also reveals two emerging themes: customisation of women empowerment communication and a supportive community of women empowerment that can stimulate societal debates necessary for social change. This study contends that including men can mitigate the muted effect on women in a male-dominant society and paves the way towards women’s empowerment. Overall, this study shows how social media helps make the ‘Taa Marbuta’ campaign an icon of women empowerment.

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Section: Findings and Discussionsupporting

confidence: 90%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

Section: Literature Reviewmentioning

confidence: 99%

See 2 more Smart Citations

The Dragonfly Effect: Analysis of the Social Media Women’s Empowerment Campaign

Shata

Seelig

2021

Journal of Creative Communications

View full text Add to dashboard Cite

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“…(7) When you want to express your opinion, which type of language do you use? (8) How are the expressions in that specific group? (9) Do you use a specific code?…”

Section: Data Collection Techniquesmentioning

confidence: 99%

Activism and Social Media: Youth Participation and Communication

et al. 2021

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Background: Digitalization and hyperconnectivity generate spaces for youth participation in social activism through social media platforms. The purpose of this research was to analyze young people’s online experience in social activism movements, including their preferences, themes, usage of language, and perceived impact. Methods: The research is framed within a qualitative interpretative–descriptive paradigm. Five focus groups were conducted, including 58 high school students from Malaga, Spain. Results: Several themes were identified through the coding process, including technological devices and social media preferences, participation in social movements or activism, perception of the degree of participation, the focus of interest, motivation for involvement, language use on social media, and beliefs. Conclusions: In a hyperconnected world, youth participation in social movements becomes more relevant. Their interest is reflected in the enormous potential that this social participation of young people has through networks and virtual platforms, becoming an informal communication model with characteristics to be an effective vehicle for social transformation.

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Augmented reality and nonprofit marketing during the COVID‐19 pandemic: AR factors that influence community participation and willingness to contribute to causes

Yoo

Drumwright

Piscarac

2023

Nonprofit Mgmnt & Ldrshp

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This study used augmented reality (AR) to test the effects of perceived social presence, perceived media richness, media empathy and social capital on intentions to participate in prosocial, community‐oriented behaviors in the context of the COVID‐19 pandemic, which appeared to be rife with fear. Specifically, a structural model was employed to assess the hypothesized relationships based on questionnaire data from 476 respondents, who were divided into high and low fear groups. The findings revealed that perceived media richness and social presence both had a significant influence on media empathy, which in turn affected users' perceptions of social capital. Social capital predicted users' community participation intentions, which included intentions to donate. The paths from perceived social presence and perceived media richness to social capital were not significant, and media empathy did not directly influence prosocial, community participation intentions. There were no significant differences between the high and low COVID‐19 fear groups. Overall, this study confirmed the importance of leveraging media richness and social presence to create media content designed to prompt users to identify with those who are negatively affected by the cause, so that media empathy will be boosted. Media empathy should be increased in a manner that leads users to feel connected to a larger community, so that perceptions of social capital will be boosted and will lead to prosocial, community participation activities and donations to the cause.

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A new culture of advocacy: An exploratory analysis of social activism on the web and social media

Cited by 29 publications

References 52 publications

The Dragonfly Effect: Analysis of the Social Media Women’s Empowerment Campaign

The Dragonfly Effect: Analysis of the Social Media Women’s Empowerment Campaign

Activism and Social Media: Youth Participation and Communication

Augmented reality and nonprofit marketing during the COVID‐19 pandemic: AR factors that influence community participation and willingness to contribute to causes

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