蜻蜓效应:社交媒体女性赋权运动分析

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2021-09-08 DOI:10.1177/09732586211036551
Aya Shata, Michelle I. Seelig
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引用次数: 3

摘要

社交媒体可以倡导社会事业并促进受众支持。为了更好地理解社交媒体在宣传沟通中的作用,本文探讨了倡导者如何利用Facebook为埃及的“Taa Marbuta”妇女赋权运动进行宣传。我们的研究借鉴了蜻蜓效应模型和静音群理论作为理论和分析框架。对直接参与策划和管理竞选活动的所有竞选伙伴的支持者进行了深入采访。根据蜻蜓效应模型,研究结果表明,该活动有明确的目标,并使用各种信息策略和流行文化来吸引观众的注意力和产生观众参与度;然而,目前还没有明确的行动呼吁。专题分析还揭示了两个新出现的主题:定制妇女赋权沟通和支持妇女赋权的社区,这可以激发社会变革所需的社会辩论。这项研究认为,在男性占主导地位的社会中,包括男性可以减轻对女性的微弱影响,并为赋予女性权力铺平道路。总的来说,这项研究展示了社交媒体如何帮助“Taa Marbuta”运动成为女性赋权的象征。
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The Dragonfly Effect: Analysis of the Social Media Women’s Empowerment Campaign
Social media can advocate for social causes and catalyse audience support. To better understand the role of social media in advocacy communication, this article explores how advocates utilised Facebook to advocate for the ‘Taa Marbuta’ women empowerment campaign in Egypt. Our research draws on the dragonfly effect model and muted group theory as theoretical and analytical frameworks. In-depth interviews are conducted with advocates from all campaign partners who were directly involved in planning and managing the campaign. Following the dragonfly effect model, findings show that the campaign has a clear goal and uses various message strategies and pop culture for grabbing audience attention and generating audience engagement; however, there is no clear call for action. Thematic analysis also reveals two emerging themes: customisation of women empowerment communication and a supportive community of women empowerment that can stimulate societal debates necessary for social change. This study contends that including men can mitigate the muted effect on women in a male-dominant society and paves the way towards women’s empowerment. Overall, this study shows how social media helps make the ‘Taa Marbuta’ campaign an icon of women empowerment.
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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