How radical is radical?: Understanding the role of activists’ communication strategies on the formation of public attitude and evaluation |
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Authors: | Mi Rosie Jahng Seoyeon Hong Eun Hae Park |
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Institution: | 1. 126 Martha Miller Center, Hope College, Department of Communication, 257 Columbia Avenue, Holland, MI 49422-9000, USA;2. 236 Walter Williams Hall, School of Journalism, University of Missouri, Columbia, MO 65211-1200, USA |
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Abstract: | This study examined whether the public evaluated radical and moderate activists differently in terms of the activists’ communication strategies (i.e., protests, humiliation, and terrorism). Results found that participants were more likely to electronically spread information about the activists when the organizational stances are radical. Among the three communication strategies examined, participants evaluated activists’ protests most positively and were more likely to spread the information of activists via social media. Participants’ intent to donate to activists was also the highest when activists utilized protests, compared to humiliation and terrorism. |
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Keywords: | Activism Public relations Activist communication strategy Electronic word-of-mouth Donation intention Activist-public relationship |
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