Tweet your #mo and save a bro: Micro-mobilization dynamics and outcomes of online social movement campaigns

    Research output: ThesisPhD Thesis - Research UT, graduation UTAcademic

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    Abstract

    Social movement organizations widely use social media to organize collective action for social change, such as cancer awareness campaigns. However, little is known about how effective online social movement campaigns are at generating social change by translating online action into meaningful (offline) action. This dissertation examines the micro-mobilization dynamics at play that can explain the effectiveness of online social movement campaigns. This book comprises seven chapters presenting research based on a multidisciplinary, mixed-meethod approach combining theories and methods from sociology, social psychology, communication science, and computational social science.
    The findings show that, by looking at the micro-mobilization dynamics of collective action, we can gain an important understanding of the mechanisms at work during online social movement campaigns and of the effectiveness of such campaigns in fostering communication processes related to the cause, obtaining important resources for the cause, developing a collective identity, and raising awareness.
    Original languageEnglish
    Awarding Institution
    • University of Twente
    Supervisors/Advisors
    • Need, Ariana , Supervisor
    • Hiemstra, Djoerd , Co-Supervisor
    • Ehrenhard, Michel, Co-Supervisor
    • van den Broek, Tijs Adriaan, Co-Supervisor
    Award date1 Mar 2019
    Place of PublicationEnschede
    Publisher
    Print ISBNs978-90-365-4722-2
    DOIs
    Publication statusPublished - 2019

    Fingerprint

    social movement
    mobilization
    campaign
    collective behavior
    social change
    Sociology/ Social Psychology
    communication sciences
    cause
    collective identity
    earning a doctorate
    social media
    cancer
    social science
    communication
    resources

    Cite this

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    title = "Tweet your #mo and save a bro: Micro-mobilization dynamics and outcomes of online social movement campaigns",
    abstract = "Social movement organizations widely use social media to organize collective action for social change, such as cancer awareness campaigns. However, little is known about how effective online social movement campaigns are at generating social change by translating online action into meaningful (offline) action. This dissertation examines the micro-mobilization dynamics at play that can explain the effectiveness of online social movement campaigns. This book comprises seven chapters presenting research based on a multidisciplinary, mixed-meethod approach combining theories and methods from sociology, social psychology, communication science, and computational social science.The findings show that, by looking at the micro-mobilization dynamics of collective action, we can gain an important understanding of the mechanisms at work during online social movement campaigns and of the effectiveness of such campaigns in fostering communication processes related to the cause, obtaining important resources for the cause, developing a collective identity, and raising awareness.",
    author = "Anna Priante",
    year = "2019",
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    Tweet your #mo and save a bro : Micro-mobilization dynamics and outcomes of online social movement campaigns. / Priante, Anna .

    Enschede : University of Twente, 2019. 240 p.

    Research output: ThesisPhD Thesis - Research UT, graduation UTAcademic

    TY - THES

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