The integrative power of online collective action networks beyond protest. Exploring social media use in the process of institutionalization

Abstract

In this article, we aim at expanding the event-based and protest-centered perspective that is typically adopted to study the nexus between social media and movements. To this aim, we propose a network-based approach to explore the changing role that these tools play during the dynamic unfolding of movement processes and, more particularly, over the course of their institutionalization. In the first part, we read the added value of social media as a function of the ‘integrative power’ of the networks they foster – a unique and evolving form of sociotechnical power that springs from the virtuous encounter between social media networking potential and social resources. In the second part, we investigate this form of power by focusing directly on online networks’ structure as well as on the type of communication and participation environments they host. We apply our proposed approach to the longitudinal exploration of the Twitter networks deployed in the period 2012–2014 during three annual editions of the transnational feminist campaign ‘Take Back The Tech!’ (TBTT). Results from our case study suggest that, over time, TBTT supporters do in fact make a differentiated use of social media affordances – progressively switching their communicative strategies to better sustain the campaign’s efforts inside and outside institutional venues. Thus, the exploration of the TBTT case provides evidence of the usefulness of the proposed approach to reflect on the different modes in which social media can be exploited in different mobilization stages and political terrains.     

“Consent is Good,Joyous, Sexy”: A banner campaign to market consent to college students

ABSTRACT

Objective: This study assessed the recall of, reaction to, and understanding of a brief campus banner campaign promoting consent in sexual relationships, and determined whether campaign exposure was associated with subsequent engagement in activities related to sexual assault education, awareness, and prevention. Participants: A stratified random sample of 1,200 undergraduates was recruited during fall of 2010; 628 (52.3%) participated. Methods: To account for history and maturation, an experimental research design was employed with an online survey. Results: Direct and indirect campaign exposure was associated with increased action. Students expressed primarily positive reactions to and appeared to understand the consent message. The campaign appealed to and was associated with increased activity among a wide range of students with one exception: a negative effect was observed for business students. Conclusions: Colorful banners with pithy, upbeat messages hold promise for engaging undergraduates in conversations and proactive activities related to sexual assault prevention.     

Exploring College Students’ Use of General and Alcohol-Related Social Media and Their Associations With Alcohol-Related Behaviors

Abstract

Objective: Alcohol marketers have increasingly moved their advertising efforts into digital and social media venues. As a result, the purpose of this study is to investigate associations between students’ use of social media, their exposure to alcohol marketing messages through social media, and their alcohol-related beliefs and behaviors. Participants: Public and private university students (N = 637) participated November and December 2011 and April 2012. Methods: College students completed online surveys to measure their exposure to social and online media generally, as well as their alcohol-related digital media use and alcohol use. Results: Use of social media related to alcohol marketing predicted alcohol consumption and engaging in risky behaviors, whereas the use of social media more generally did not. Conclusions: Students’ use of alcohol-related social media–marketing content associates with their problem drinking. Results have implications for alcohol abuse reduction efforts targeted at college students and suggest the importance of considering social, cultural, and cognitive factors in campaign planning and design.     

Antenarrative and Transnational Labour Rights Activism: Making Sense of Complexity and Ambiguity in the Interaction between Global Social Movements and Global Corporations

Abstract

This paper draws on antenarrative research and writing techniques to analyse the long-running transnational campaign seeking to improve respect for human rights in the supply chains of Nike and other major sportswear companies. The antenarrative approach challenges scholars to look beyond pre-existing expectations, both in terms of which actors and processes are likely to be most influential and in terms of what is motivating participation in those processes which are significant. In this paper we construct antenarrative accounts of two aspects of the Nike campaign and counterpoint each of our antenarratives with an established scholarly account based on more traditional narrative approaches. We conclude antenarrative analysis can provide useful insights into interaction between global activist networks and global corporations, particularly by drawing attention to the generative possibilities of the complex combination of ordered and disordered processes which often characterise that interaction.     

Power of the First Hour

Abstract

In 2012, the NGO Save the Children launched its No Child Born to Die campaign with the tagline, “Breastfeeding Saves Lives.” The press release explains that in the first hours and days after a baby is born, their mother produces colostrum, a substance known to improve immunity, which must be delivered to infants in the first sixty minutes of life; this is referred to as “the power of the first hour.” Invoking a sense of urgency and a crisis of infant mortality, which breastfeeding is positioned to resolve, the campaign cites staggering medical statistics of infant deaths in the campaign targets of Africa, Asia and Latin America, and also Northern Indigenous and Inuit reserves in Canada. More than misrepresenting racialized women in the developed world as uneducated on infant health, childcare and child rearing and as lacking agency and empowerment, the campaign mobilizes the erroneous conflation of medical science, morality, capitalism and public health – a linkage typically mobilized by the development industry to the detriment of globally marginalized women. In order to understand how this conflation is mobilized to manufacture crisis at the expense of examining the root causes of infant mortality globally, we collect theories of crisis temporalities to develop a “feminist politics of crisis.”     

Do “Clicker” Educational Sessions Enhance the Effectiveness of a Social Norms Marketing Campaign?

Abstract

Objective: Social norms campaigns are a cost-effective way to reduce high-risk drinking on college campuses. This study compares effectiveness of a “standard” social norms media (SNM) campaign for those with and without exposure to additional educational sessions using audience response technology (“clickers”). Methods: American College Health Association's National College Health Assessment questions are used to evaluate actual and perceived use. Additional survey questions assess individual exposure to the interventions. Results: The authors find “clicker” technology to be more effective than social norms poster media alone in reducing misperceptions of normative alcohol use for those students who attended clicker sessions. Conclusion: Poster SNM campaigns may be most effective when supported by group “clicker” heath-related sessions.     

Effect of Certified Personal Trainer Services on Stage of Exercise Behavior and Exercise Mediators in Female College Students

Objective: The authors examined the effect of certified personal trainer services on exercise behavior by using the transtheoretical model of behavioral change. Participants: Female college students (n = 449) completed surveys during the first week (T1) and last week (T2) of the fall semester. Methods: Students receiving personal trainer services during the fall semester (experimental group, n = 31) were cross-matched with students who had not received services (control group, n = 31). Results: The control group demonstrated a statistically significant regression in stage of exercise change scores; the experimental group did not. The authors found the 2 groups to have a statistically significant difference in the pattern of exercise behavior change over the course of the semester, with more active maintainers and progressors in the experimental group. Conclusions: Cognitive and behavioral processes of change, decisional balance, and scheduling self-efficacy significantly decreased in the control group, whereas cognitive processes of change, decisional balance, and scheduling self-efficacy remained statistically unchanged in the experimental group.     

Incorporating Prototyping and Iteration Into Intervention Development: A Case Study of a Dining Hall–Based Intervention

Abstract

Background: Previous research from the fields of computer science and engineering highlight the importance of an iterative design process (IDP) to create more creative and effective solutions. Objective: This study describes IDP as a new method for developing health behavior interventions and evaluates the effectiveness of a dining hall–based intervention developed using IDP on college students’ eating behavior and values. Participants: participants were 458 students (52.6% female, age = 19.6 ± 1.5 years [M ± SD]). Methods: The intervention was developed via an IDP parallel process. A cluster-randomized controlled study compared differences in eating behavior among students in 4 university dining halls (2 intervention, 2 control). Results: The final intervention was a multicomponent, point-of-selection marketing campaign. Students in the intervention dining halls consumed significantly less junk food and high-fat meat and increased their perceived importance of eating a healthful diet relative to the control group. Conclusion: IDP may be valuable for the development of behavior change interventions.     

“Consent is sexy”: A poster campaign using sex-positive images and messages to increase dyadic sexual communication

Abstract

Objective: “Consent is Sexy” (CIS) is a poster campaign incorporating sex-positive messages to promote consent and increase sexual communication among college students. We assess reactions to the campaign and associations between campaign recall and communication attitudes and behaviors. Participants: Male and female undergraduates at a Midwestern university were recruited (N?=?284). Methods: A cross-sectional survey was conducted. t-Tests, logistic and multiple linear regressions were used to analyze the data. Results: Over half (56%) of participants recalled the campaign and reactions were positive. Students who recalled CIS had more positive attitudes towards sexual communication (p?=?.04) and greater perceived behavioral control (PBC; p?<?.01). Conclusions: Results show many students paid attention and reacted positively to CIS posters and results offer dissemination insights. Consent campaigns should continue to cultivate positive attitudes and PBC in regards to sexual communication.     

Mass Media Campaign Impacts Influenza Vaccine Obtainment of University Students

Abstract

Objective: To describe the effectiveness of a mass media campaign in increasing the rate of college student influenza vaccine obtainment. Participants/Methods: Students (N = 721) at a large southern university completed a survey between September 2011 and January 2012 assessing what flu clinic media sources were visualized and if they encouraged them to obtain vaccination. Results: Nearly a 30% increase was seen in flu vaccination rates in Fall 2011 over Fall 2010. The main campus Web site portal was the most visualized media source among students. The majority of responses indicated that the source of information visualized had a moderate to strong influence over their decision to get vaccinated. Conclusions: Various communication channels should be utilized to increase influenza vaccination rate on a university campus. Use of mass media to influence college students to perceive, retain, and act on the message of obtaining the influenza vaccine did produce a noteworthy outcome.     

The Role of Implied Motion in Engaging Audiences for Health Promotion: Encouraging Naps on a College Campus

Abstract

Objective: Lack of sleep among college students negatively impacts health and academic outcomes. Building on research that implied motion imagery increases brain activity, this project tested visual design strategies to increase viewers’ engagement with a health communication campaign promoting napping to improve sleep habits. Participants: Participants (N = 194) were recruited from a large southwestern university in October 2012. Methods: Utilizing an experimental design, participants were assigned to 1 of 3 conditions: an implied motion superhero spokes-character, a static superhero spokes-character, and a control group. Results: The use of implied motion did not achieve the hypothesized effect on message elaboration, but superheroes are a promising persuasive tool for health promotion campaigns for college audiences. Conclusions: Implications for sleep health promotion campaigns and the role of implied motion in message design strategies are discussed, as well as future directions for research on the depiction of implied motion as it relates to theoretical development.     

Development of a Measure of College Students' Adherence to Religious Doctrine Concerning Sexual Behavior

Abstract

Objective: The authors developed a 14-item measure of adherence to religious doctrine concerning sexual behavior (ARDSB). The ARDSB psychometric properties were investigated to better understand religious motivations associated with changes in sexual behavior that may provide support for sexual health promotion and prevention programs. Participants: Four hundred eighty-three undergraduates aged 18 to 26. Methods: Data were collected from an online survey during the 2012–2013 academic school year. Results: Principle components factor analysis identified 2 factors: reasons to break religious doctrine and reasons to adhere to religious doctrine concerning sexual behavior. The subscales had good internal consistency. Correlations, t tests, and analyses of variance of the subscales with measures of intrinsic and extrinsic religiosity and self-reported sexual behavior and risk provide support for concurrent validity. Conclusions: The ARDSB could be employed as a measure to better understand sexual behavior; it is inexpensive and relatively easy to employ in both research and campus ministry settings.     

Man Up Monday: An integrated public health approach to increase sexually transmitted infection awareness and testing among male students at a midwest university

ABSTRACT

Objective: This campaign sought to (a) increase awareness of sexual health and chlamydia testing; (b) motivate students, particularly sexually active men who do not pursue regular sexually transmitted infection (STI) testing, to get tested; and (c) improve the capacity of the student health center to provide free chlamydia testing and treatment for all students. Participants: Students enrolled at a 4-year public research university (N = 333). Methods: Collaborative partnerships formed the foundation of a campus marketing and testing campaign, with treatment for students testing positive for chlamydia. Results: A total of 333 students were tested over 5 consecutive Mondays, showing a chlamydia incidence of 9.6%. The incidence for females and males were 8.6% and 10.8%, respectively. Conclusions: The campaign was effective in reaching men, an at-risk population not traditionally emphasized in STI testing.     

Do military veteran and civilian students function differently in college?

Objective: The authors sought to assess military veterans' functioning in college by comparing their experience with that of civilian students. Participants: The study, conducted from April 2012 to February 2013, included 445 civilian and 61 student service member/veteran (SSM/V) undergraduates, drawn from a community college and two 4-year Catholic colleges, in Pennsylvania, New Jersey, and New York. Methods: Participants completed anonymous online surveys. Six areas of functioning in transition to college were examined: Health, Fitting In, Emotional Adjustment, Productivity, Perceived Career Support, and Social Engagement. Results: Students, both SSM/V and civilian, with past exposure to a potentially traumatic event fit in worse than students without such exposure. Past exposure to trauma was associated with poorer emotional adjustment in civilian students, but not in SSM/V. Conclusions: Implications of results were discussed.     

Knowledge of Suicide Risk Factors,But Not Suicide Ideation Severity,Is Greater Among College Students Who Viewed 13 Reasons Why

Abstract

Objective: To test associations between viewing 13 Reasons Why, Season 1 and past week suicide ideation severity, behavior risk, stigma, and knowledge in college students. To explore whether personal exposure to suicide and depressive symptom severity moderated these associations. Participants: Eight-hundred and eighteen college students, 64% (n?=?522) of whom watched 13 Reasons Why. Methods: Students completed surveys online. Multivariate negative binomial regressions were used to test associations between watching 13 Reasons Why and suicide-related variables, and interaction terms. Results: Suicide ideation severity and suicide behavior risk were not significantly associated with viewing 13 Reasons Why; however, there was limited statistical power to detect associations. The association between watching 13 Reasons Why and greater suicide knowledge was stronger among those who did not have personal exposure to suicide. Conclusions: 13 Reasons Why may be a platform for psychoeducation on suicide, particularly among those who do not have personal exposure.     

MoveU? Assessing a Social Marketing Campaign to Promote Physical Activity

Abstract

Objective: MoveU is a social marketing initiative aimed at increasing moderate-to-vigorous physical activity (MVPA) among undergraduate students. Using the Hierarchy of Effects model (HOEM), this study identified awareness of MoveU and examined associations between awareness, outcome expectations, self-efficacy, intentions, and MVPA. Participants: Students (N = 2,784) from a Canadian university in March 2013. Methods: A secondary analysis of the National College Health Assessment–II survey and measures specific to the MoveU campaign. The main associations were examined in a path analysis. Results: MoveU awareness (36.4%) was lower than other well-established university health campaigns. Younger students, females, and individuals living on campus were more likely to be aware of MoveU. The HOEM was supported, and improvements in model fit were evident, with additional direct relationships between outcome expectancy and intention, and between self-efficacy and MVPA. Conclusions: The intended population was aware of the campaign. The HOEM was useful in the development and evaluation of the MoveU campaign. Longitudinal studies are needed to further test the efficacy of the HOEM in the social marketing of physical activity.     

Ain’t no love in the heart of the city: Compensatory quasi-adaptive coping among African American males

ABSTRACT

The social and developmental challenges associated with the normative transition from adolescence to young adulthood for young African American males is quite difficult. These challenges are often further complicated when social, environmental, and even psycho-dynamic factors impinge on these developmental processes. Neighborhood disorder along with chronic exposure to urban stressors represent a quiet danger for this population that entrenches them in a milieu characterized by angst, hopelessness, fear, and nihilism. For many young African American males, this creates a seemingly intractable chasm that often relegates them to truncated life course trajectories. The current article explores these areas and the implications for research and practice with this vulnerable population.     

Childhood trauma and problem behavior: Examining the mediating roles of experiential avoidance and mindfulness processes

Objective: Childhood trauma is associated with a variety of risky, unhealthy, or problem behaviors. The current study aimed to explore experiential avoidance and mindfulness processes as mechanisms through which childhood trauma and problem behavior are linked in a college sample. Participants: The sample consisted of college-aged young adults recruited November-December, 2016 (N = 414). Methods: Participants completed self-report measures of childhood trauma, current problem behavior, experiential avoidance, and mindfulness processes. Bootstrapped mediation analyses examined the mechanistic associations of interest. Results: Mediation analyses indicated that experiential avoidance was a significant mediator of the association between childhood trauma and problem behavior. Additionally, multiple mediation analyses indicated that specific mindfulness facets–act with awareness and nonjudgment of inner experience–significantly mediated the same association. Conclusions: Interventions for college students who have experienced childhood trauma might profitably target mechanisms such as avoidance and mindfulness in order to minimize engagement in problem behavior.     

Boy Talk/Girl Talk

Abstract

Using data from a comprehensive database of political advertisements broadcast during the 1998 congressional election cycle, this study assesses whether male and female candidates follow different campaign communications strategies. The results of the analysis demonstrate that there are systematic differences between the ways that male and female candidates communicate with voters, but that these differences are typically not sizeable. In other words, gender seems to matter in campaign communications strategies but not always for very much. Where we do observe differences, however, the findings show that they tend to reinforce gender-based stereotypes more so than work to counteract them. Thus, these differences may be partly accountable for the electoral results we observe.     

Bush's War on Sexual Health and Defensive Strategies Against It

Abstract

Since George W. Bush became President of the United States in 2001, his administration has presided over a far-reaching campaign attacking sexual and reproductive rights. This paper examines three facets of this campaign-the promotion of abstinence-only education; a general attack on condom use; and a campaign against sex workers-and offers strategies for advocates of sexual and reproductive rights to counter these measures.