SCHOLARSHIP
Heldman, Amy B., Jessica Schindelar, and James B. Weaver, III. "Social Media Engagement and Public Health Communication: Implications for Public Health Organizations Being Truly “Social”." Public Health Reviews (2013). Internet resource.
In this study, Heldman, Schindelar, and Weaver analyze the usage of social media by public health organizations in educating followers about the prevention of health issues. Though social media is designed as an interactive and engaging platform, this study demonstrates that many public health organizations utilize the tool for "mass information dissemination" as opposed to "multi-way conversations and interactions." As the the data evidences, public health organizations have, at times, failed to utilize social media to its fullest potential by engaging the public in constant dialogue for a more effective campaign. In analyzing the widely accepted pros and cons of organizations' social media implementation, assessing public health specific implications, and theorizing about the most reliable method of implementation, the authors open the floor for further discussion and exploration of the role social media serves in current and future public health education.
Kristofferson, Kirk, Katherine White, and John Peloza. "The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action." Journal of Consumer Research 40.6 (2014). Internet resource.
In a study published in the Journal of Consumer Research, Kristofferson et. al. present an investigation of the nature of "slacktivism" in the context of the "initial token display of support." The social media users' first step in advocacy has been linked to future meaningful involvement and lack thereof. Kristofferson, White, and Peloza attempt to assess the "initial token display of support" phenomenon based on a "desire to present a positive image to others and a desire to be consistent with one’s own values." The authors claim that publicity or privacy of an initial display of support has significant implications on future involvement--generally, initial private displays positively correlate to future contributions. Value consistency has a similar positive correlation; users who identify with a cause were found to be more likely to contribute meaningfully than those who did not strongly identify. The study concludes with defining a framework for why slacktivism occurs, and tools with which organizations can combat the harmful trend and actualize their efforts by amassing the necessary support for a successful campaign.
Lee, Yu-Hao, and Gary Hsieh. "Does Slacktivism Hurt Activism?: The Effects of Moral Balancing and Consistency in Online Activism." Michigan State University Communication Arts & Sciences, 2013. Internet resource.
Yu-Hao Lee and Gary Hsieh of Michigan State University set out to assess the effects of slacktivism on future action. The study is based on an experiment in which users were asked to sign an online petition. Data was recorded as to which users signed and which did not, and users' subsequent contributions to charitable causes were also documented. The results of the study demonstrate two phenomena termed as "consistency" and "moral balancing." Users who signed the petition were found to be more likely to donate to the cause, demonstrating consistency, while users who did not sign the petition tended to donate to an entirely unrelated cause, balancing their lack of participation in one field with action in another. In addition, Lee and Hsieh discover that subsequent action is more likely when it is "closely related to the slacktivism." The authors weigh the potential benefits of slacktivism (e.g. basic involvement for users who would be otherwise unaffiliated) and the all-too-familiar drawbacks, urging campaign designers to consider this information as a guideline for maximizing user action to achieve a desired goal through psychological trends.
Obar, Jonathan A., Paul Zube, and Clifford Lampe. "ADVOCACY 2.0: AN ANALYSIS OF HOW ADVOCACY GROUPS IN THE UNITED STATES PERCEIVE AND USE SOCIAL MEDIA AS TOOLS FOR FACILITATING CIVIC ENGAGEMENT AND COLLECTIVE ACTION." Journal of Information Policy 2 (2012): 1-25. Internet resource.
In their study, Obar, Zube, and Lampe address the role of social media as a tool and a driving force of ideological and political influence. The primary question the study addresses is whether “social media [can] help to facilitate civic engagement and collective action.” Unlike other related studies, this report focuses less on tangible user action, and more on social media’s efficacy as a tool for shifting ideologies and political standpoints. The results of the study demonstrate that most of the survey participant groups believe social media is an effective method for realizing their goals. They will continue to utilize the tool and are excited by the prospect of further implementation. The authors call for further research as technology advances and social media transforms. Though social media is constantly subject to technological advances, the authors hope that this study “has provided a strong first step” in finally gathering conclusive data.
Thackeray, Rosemary, Scott H. Burton, Cristophe Giraud-Carrier, Stephen Rollins, and Catherine R. Draper. "Using Twitter for Breast Cancer Prevention: An Analysis of Breast Cancer Awareness Month." BMC Cancer (2013). Internet resource.
In this study, the authors research the outreach efforts tied to Breast Cancer Awareness Month—primarily social media efforts. The study attempts to elucidate the correlation between social media campaign coverage and the results of those advocacy campaigns. Through an analysis of related Twitter posts from users, organizations, and celebrities, the data revealed that the latter two primarily tweeted about taking action, while individual users generally tweeted about simpler, less demanding efforts such as wearing pink ribbons or sharing photos. The study demonstrated that Twitter is primarily utilized as a tool for mono-directional public education. The study calls for more in-depth strategizing on the organizational level to maximize information dissemination and resulting user action. Options include incorporating a celebrity figurehead into a campaign to persuade users to meaningfully contribute to the cause. The authors also call for further exploration of the presence of social media in advocacy campaigns, expanding upon the existing methods of user engagement as mentioned above, and innovating for future campaigns to maximize efficacy.
In this study, Heldman, Schindelar, and Weaver analyze the usage of social media by public health organizations in educating followers about the prevention of health issues. Though social media is designed as an interactive and engaging platform, this study demonstrates that many public health organizations utilize the tool for "mass information dissemination" as opposed to "multi-way conversations and interactions." As the the data evidences, public health organizations have, at times, failed to utilize social media to its fullest potential by engaging the public in constant dialogue for a more effective campaign. In analyzing the widely accepted pros and cons of organizations' social media implementation, assessing public health specific implications, and theorizing about the most reliable method of implementation, the authors open the floor for further discussion and exploration of the role social media serves in current and future public health education.
Kristofferson, Kirk, Katherine White, and John Peloza. "The Nature of Slacktivism: How the Social Observability of an Initial Act of Token Support Affects Subsequent Prosocial Action." Journal of Consumer Research 40.6 (2014). Internet resource.
In a study published in the Journal of Consumer Research, Kristofferson et. al. present an investigation of the nature of "slacktivism" in the context of the "initial token display of support." The social media users' first step in advocacy has been linked to future meaningful involvement and lack thereof. Kristofferson, White, and Peloza attempt to assess the "initial token display of support" phenomenon based on a "desire to present a positive image to others and a desire to be consistent with one’s own values." The authors claim that publicity or privacy of an initial display of support has significant implications on future involvement--generally, initial private displays positively correlate to future contributions. Value consistency has a similar positive correlation; users who identify with a cause were found to be more likely to contribute meaningfully than those who did not strongly identify. The study concludes with defining a framework for why slacktivism occurs, and tools with which organizations can combat the harmful trend and actualize their efforts by amassing the necessary support for a successful campaign.
Lee, Yu-Hao, and Gary Hsieh. "Does Slacktivism Hurt Activism?: The Effects of Moral Balancing and Consistency in Online Activism." Michigan State University Communication Arts & Sciences, 2013. Internet resource.
Yu-Hao Lee and Gary Hsieh of Michigan State University set out to assess the effects of slacktivism on future action. The study is based on an experiment in which users were asked to sign an online petition. Data was recorded as to which users signed and which did not, and users' subsequent contributions to charitable causes were also documented. The results of the study demonstrate two phenomena termed as "consistency" and "moral balancing." Users who signed the petition were found to be more likely to donate to the cause, demonstrating consistency, while users who did not sign the petition tended to donate to an entirely unrelated cause, balancing their lack of participation in one field with action in another. In addition, Lee and Hsieh discover that subsequent action is more likely when it is "closely related to the slacktivism." The authors weigh the potential benefits of slacktivism (e.g. basic involvement for users who would be otherwise unaffiliated) and the all-too-familiar drawbacks, urging campaign designers to consider this information as a guideline for maximizing user action to achieve a desired goal through psychological trends.
Obar, Jonathan A., Paul Zube, and Clifford Lampe. "ADVOCACY 2.0: AN ANALYSIS OF HOW ADVOCACY GROUPS IN THE UNITED STATES PERCEIVE AND USE SOCIAL MEDIA AS TOOLS FOR FACILITATING CIVIC ENGAGEMENT AND COLLECTIVE ACTION." Journal of Information Policy 2 (2012): 1-25. Internet resource.
In their study, Obar, Zube, and Lampe address the role of social media as a tool and a driving force of ideological and political influence. The primary question the study addresses is whether “social media [can] help to facilitate civic engagement and collective action.” Unlike other related studies, this report focuses less on tangible user action, and more on social media’s efficacy as a tool for shifting ideologies and political standpoints. The results of the study demonstrate that most of the survey participant groups believe social media is an effective method for realizing their goals. They will continue to utilize the tool and are excited by the prospect of further implementation. The authors call for further research as technology advances and social media transforms. Though social media is constantly subject to technological advances, the authors hope that this study “has provided a strong first step” in finally gathering conclusive data.
Thackeray, Rosemary, Scott H. Burton, Cristophe Giraud-Carrier, Stephen Rollins, and Catherine R. Draper. "Using Twitter for Breast Cancer Prevention: An Analysis of Breast Cancer Awareness Month." BMC Cancer (2013). Internet resource.
In this study, the authors research the outreach efforts tied to Breast Cancer Awareness Month—primarily social media efforts. The study attempts to elucidate the correlation between social media campaign coverage and the results of those advocacy campaigns. Through an analysis of related Twitter posts from users, organizations, and celebrities, the data revealed that the latter two primarily tweeted about taking action, while individual users generally tweeted about simpler, less demanding efforts such as wearing pink ribbons or sharing photos. The study demonstrated that Twitter is primarily utilized as a tool for mono-directional public education. The study calls for more in-depth strategizing on the organizational level to maximize information dissemination and resulting user action. Options include incorporating a celebrity figurehead into a campaign to persuade users to meaningfully contribute to the cause. The authors also call for further exploration of the presence of social media in advocacy campaigns, expanding upon the existing methods of user engagement as mentioned above, and innovating for future campaigns to maximize efficacy.