TWITTER GÖRSELLERİNİN VATANDAŞLARI KOLEKTIF EYLEME TEŞVİK POTANSİYELİ

Bu deney, yalnızca görsel içeren Tweet’lerin yalnızca metin içeren Tweet'lerle karşılaştırıldığında, Beyaz Amerikalılar’ı Black Lives Matter protestoları için kolektif eylemi teşvik etmek potansiyelini test etmiştir. Bağımlı değişken olarak kolektif eyleme katılma isteği kullanılarak, 2 (Tweet modu: sadece görsel-sadece metinsel) x 3 (Tweet içerik türü: öfke uyandıran, etkinlik (efficacy) uyandıran, nötr) şeklinde denekler arası deney tasarım uygulanmıştır. Beklentinin aksine bulgularda, vatandaşları siyasete katılmaya motive etmede sadece görsel içeren Tweet'lerin sadece metinsel Tweet'lerden daha etkili olduğuna veya öfke uyandıran içeriğin uyandırmayan içeriklerden daha etkili olduğuna dair hiçbir kanıt bulunamamıştır. Öfke uyandıran, görsel temelli sosyal protesto Tweet'lerinin, Beyaz Amerikalılar arasında öfke uyandırmayan görsel Tweet'lere göre yalnızca marjinal olarak daha fazla harekete geçirici olduğu bulunmuştur. Bununla birlikte, sonuçlar, kolektif etkinlik (efficacy) uyandıran metinsel Tweet'lerin, etkinlik ortaya çıkaran görsel Tweet'lerden daha fazla kolektif eyleme katılım niyeti uyandırdığını gösterdi. Dahası, öfke uyandıran görsellere maruz kaldıktan sonra erkekler, kadınlardan daha fazla toplumsal protestolara katılma eğilimi göstermiştir. Öte yandan kadınlar, etkinlik ortaya çıkaran görsel içeriklere maruz kaldıktan sonra protesto eyleminde bulunma konusunda erkeklerden daha istek belirtmişlerdir.

Anahtar Kelimeler:

Sosyal medya, Sosyal protestolar, Kolektif eylem, Duygular, Görseller

THE POTENTIAL OF TWITTER IMAGES FOR GALVANIZING CITIZENS TO COLLECTIVE ACTION

This experiment explored the mobilizing potential of image-only tweets about Black Lives Matter protests compared to text-only tweets to stimulate collective action among Caucasians. A 2 (tweet modality: image vs. textual) x 3 (tweet content type: anger-evoking, efficacy-eliciting, neutral), between-subjects design was employed with collective action intent as the dependent variable. Contrary to expectation, the results produced no evidence that image-based tweets are more effective than text-based ones, or that emotional content is better than non-emotional content, at motivating citizens to become politically engaged. Anger-evoking, image-based protest tweets were only marginally more galvanizing among Caucasians than non-anger evoking image-based tweets. However, the results showed that efficacy-eliciting textual tweets stoked greater intention to participate than efficacy-eliciting image tweets. Furthermore, men, more than women, were more inclined to get involved in social protests after viewing anger-evoking images. Women, on the other hand were more inspired to take protest action than men after exposure to efficacy-eliciting images.

Keywords:

Social media, Social protests, Collective action, Emotions, Images,

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