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The Role of Social Media in Mobilizing People for Vaccinationтезисы доклада
- Автор: Gladchenko Irina A.
- Сборник: 2022 Communication Strategies in Digital Society Seminar (ComSDS)
- Тезисы
- Год издания: 2022
- Место издания: IEEE
- Первая страница: 212
- Последняя страница: 215
- DOI: 10.1109/comsds55328.2022.9769110
- Аннотация: Current international political events show social media representing a great opportunity to mobilize populations. Research on protest sentiments plays a significant role in mobilization studies. Nowadays it is also particularly important to refer to communicative mobilization strategies in the digital environment. Digital communicative mobilization strategies become even more relevant during a pandemic. However, the question of how exactly social media impact the offline mobilization process still stays under discussion. For example, government measures against the spread of coronavirus infection in Russia have sparked a wave of discussion on social media. Do these discussions have mobilization potential? To answer this question, the paper analyses content from the Russian social network site VKontakte. The study analyzed a total of 503 posts from 8 social media groups devoted to anti-vaccination topics. The peculiarity of analysis is in the work of algorithms on social network sites. Algorithms ban information on specified subjects and authors are forced to look for ways to cheat the algorithms. Several ways of escaping the ban were discovered. One is to cover more topics than just vaccination for coronavirus. Another is using modifications of search words. In the author’s opinion, this observation could be significant for further protest discourse research in social media. The study is aimed to determine whether the information from these accounts is mobilizing. The results show that the analyzed content cannot be considered as mobilizing, due to the lack of several key characteristics. Mobilization content must contain a symbol. The basis of the mobilizing symbol is integrity, unity of communicative message, and comprehensibility. The symbol is usually represented by regularly repetitive patterns. No such patterns were found in the sample. Detected patterns are more akin to social advertising. Also, a mobilizing call for action should be free of negative connotations. Nevertheless, the study concludes that explored content can become a mobilizing one if certain aspects are considered.
- Добавил в систему: Гладченко Ирина Алексеевна