{"title":"Leveraging moral foundations for corporate social advocacy combating anti-Asian racism: A computational approach","authors":"Chuqing Dong, Wenlin Liu, Yafei Zhang","doi":"10.1080/01292986.2023.2169944","DOIUrl":null,"url":null,"abstract":"ABSTRACT CSA on racial justice issues has become more popular in recent years. With the rising number of hate crimes against Asian Americans, including the Atlanta spa shooting incident, companies must consider how to position themselves in racial conversations to fulfill their civic responsibilities and create positive social impacts. This study employed the Moral Foundation Theory (MFT) to assess companies’ CSA communication regarding #StopAsianHate and its role in promoting public engagement on Twitter. The study analyzed 1,253 tweets posted by 469 business accounts engaging in the conversation about Stop Asian Hate on Twitter to identify prevalent CSA themes, various moral values used in CSA messages, and the relationship between the use of various moral values and public engagement (i.e. likes and retweets) on Twitter. This study adds to CSA scholarship by stressing a moral stance and providing suggestions for companies to leverage moral discourse in anti-Asian racism activism on social media.","PeriodicalId":46924,"journal":{"name":"Asian Journal of Communication","volume":"33 1","pages":"138 - 157"},"PeriodicalIF":1.5000,"publicationDate":"2023-01-27","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"1","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Asian Journal of Communication","FirstCategoryId":"98","ListUrlMain":"https://doi.org/10.1080/01292986.2023.2169944","RegionNum":2,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q2","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 1
Abstract
ABSTRACT CSA on racial justice issues has become more popular in recent years. With the rising number of hate crimes against Asian Americans, including the Atlanta spa shooting incident, companies must consider how to position themselves in racial conversations to fulfill their civic responsibilities and create positive social impacts. This study employed the Moral Foundation Theory (MFT) to assess companies’ CSA communication regarding #StopAsianHate and its role in promoting public engagement on Twitter. The study analyzed 1,253 tweets posted by 469 business accounts engaging in the conversation about Stop Asian Hate on Twitter to identify prevalent CSA themes, various moral values used in CSA messages, and the relationship between the use of various moral values and public engagement (i.e. likes and retweets) on Twitter. This study adds to CSA scholarship by stressing a moral stance and providing suggestions for companies to leverage moral discourse in anti-Asian racism activism on social media.
期刊介绍：
Launched in 1990, Asian Journal of Communication (AJC) is a refereed international publication that provides a venue for high-quality communication scholarship with an Asian focus and perspectives from the region. We aim to highlight research on the systems and processes of communication in the Asia-Pacific region and among Asian communities around the world to a wide international audience. It publishes articles that report empirical studies, develop communication theory, and enhance research methodology. AJC is accepted by and listed in the Social Science Citation Index (SSCI) published by Clarivate Analytics. The journal is housed editorially at the Wee Kim Wee School of Communication and Information at Nanyang Technological University in Singapore, jointly with the Asian Media Information and Communication Centre (AMIC).
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