Research: Evaluating the mobilization potential of communication
In the Research series, we highlight recent LIWC-based academic research that has implications for many of the use cases that our clients are focused on.
Organizations rely on communication to mobilize supporters to take action on a particular topic. Environmental groups, health units, and businesses all rely on messaging and communication in order to inspire people to take a particular course of action.
Researchers from Australia investigated the characteristics of collective action communication used by environmental groups in order to learn more about its mobilization potential.
The authors used LIWC to evaluate the communication from 497 environmental advocacy groups' websites, and demonstrated that "environmental groups use identity and efficacy language more than the LIWC comparison text corpus, but show consistently low usage of both negative and positive emotion language" and also that "groups with the greatest financial resources use identity and efficacy language more frequently than groups with fewer financial resources."
These findings are important, as they help support further research investigating how organizations can "more effectively mobilize supporters through text based communication formats."
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