the adoption of social network sites for expressive participation in internet social movements: a...
DESCRIPTION
The present study is an initial effort to develop a model that explores how uses of ICTs, particularly SNSs, foster expressive forms of participation that result in civic participation. In doing so, we attempt to investigate the acceptance and use of SNSs by members’ e-movements and SMOs and whether these uses turn results in a host of traditional or offline civic participatory behaviours. A theoretical model is proposed and justified, albeit not empirically validated. Thus, representing an opportunity for future research. The ideas extracted from the discussion should be a help for citizens to create social movements on the Internet. In this regard, numerous practical reflections and suggestions are presented.TRANSCRIPT
The Adoption of Social Network Sites for
Expressive Participation in Internet Social
Movements: A Proposed Model
Dr. Juan D Borrero
University of Huelva, Spain
Dr. Shumaila Yousafzai
Cardiff University, UK
18th IBIMA Conferenceon Innovation and Sustainable Economic
Competitive Advantage: From Regional Development to World Economies
Istanbul, Turkey 10 May 2012
IntroductionWhat puzzles?
1. Understanding the socio-psychological processes involved in the adoption and use of SNSs for expressive participation in Internet Social Movements.
2. Whether these uses turn results in a host of traditional or offline civic participatory behaviours.
Proposing a model
Social MovementsDefinition
Study Definition of social movement
Diani (1992)
Networks of informal interaction between a plurality of individuals, groups and organizations, engaged in a political or cultural conflict on the basis of a shared collective identity.
Rucht (1999)
An action system comprised of mobilised networks of individuals, groups and organizations which, based on a shared collective identity, attempt to achieve or prevent social change, predominantly by means of collective protest.
Tarrow (2005)
Social networks that engage in sustained collective actions, have a common purpose and challenge the interests and beliefs of those with power.
Why are we interested in Internet Social Movements?
Social Networking SitesSNSs function
1. SNSs allow the dissemination of information regarding movement identity.
2. SNSs serve as instruments of mobilisation.
3. SNSs are relatively autonomous sites of interaction and dialog.
Our Objective
How Internet users accept and use SNSs in the context of expressive participation in Internet Social Movements
Research Questions
1. Why and how members of SNSs accept and use Internet for expressive participation in ISMs?
2. What are the drivers and outcomes of their intentions?
3. Do individuals that use SNSs to express social participation in ISMs differ from other individuals that use offline modes of expression?
Theoretical perspectiveFunction of the Internet in Social Movements
1. How the Internet facilitates the existing action forms making it possible to reach more people, more easily, and
2. the creation of new e-tools for activism.
Theoretical perspectiveTheories
collective mobilisation - collective identity – network - diffusion
A Proposed Model of the use of SNS for Expressive Participation in Internet Social Movements
BehavioralIntention
PerceivedUsefulness
ExpressiveParticipation in
social movementson SNS
Offline civicParticipation
PerceivedEasy of Use
Number ofUsers
Community Environment
Drivers of use SNSs Consecuences of use SNSs
A Proposed Model of the use of SNS for Expressive Participation in Internet Social Movements
BehavioralIntention
PerceivedUsefulness
ExpressiveParticipation in
social movementson SNS
Offline civicParticipation
PerceivedEasy of Use
Number ofUsers
Community Environment
Determinants of use and acceptation the SNSs for expressive participation in ISMs
APPROACH 1 TECHNOLOGY ACCEPTANCE MODEL (TAM)
P1Intention to use SNSs for expressive social participation in ISMs will significantly predict its actual use
P3Perceived Ease of Use of SNSs will positively influence the Intention to use SNSs for expressive social participation in ISMs and their Perceived Usefulness of SNSs
P2Perceived Usefulness of SNSs will positively influence the intention to use SNSs for expressive social participation in ISMs
Determinants of use and acceptation the SNSs for expressive participation in ISMs
APPROACH 2 COMMUNITIES AND EXTERNALITIES
P4Community environment will positively predict PEU among online communitiy participants to express social participation in ISMs
P5Perceived number of users will positively influence PU to use SNSs to express civic participation in ISMs
Determinants of use and acceptation the SNSs for expressive participation in ISMs
APPROACH 3 ONLINE AND TRADITIONAL SOCIAL PARTICIPATION
P6Increased SNSs expressive participation in ISMs will be positively related to offline civic participation
Discussion
Technology adoption trust. The research in technology
acceptation is not mature in the sphere of activists.
Factors: psychological, social and externalities.
Social Networking Site is a source of information that antecedes such expressive behaviour.
Further research
testing of the hypotheses longitudinal design including other aspects in the
model, and a new perspective, which is
more in line with social web, viral marketing and consumer behaviour
Conclusions for practitioners
We offer some reflections on the creation and development of ISMs.
These suggestions are especially relevant for SMOs’ leaders and pioneers of e-movements.
Conclusions for researchers
ISMs might be a fruitful and dynamic area for empirical research.
Is the technology simply a channel that can be manipulated in various ways by the user, or does the specific type of technology actually influence specific types of outcomes? Research on technology has always asked the question whether the technology is instrumental.
Multimethod approaches and generalizable results.
Social network analysis.
Summary of specific research questions
Under what conditions can activists use new ICTs to: increase participation and commitment by
facilitating the aggregation of small contributions or action?
successfully bypass regulatory regimes? When successful, are the benefits of these (temporary) evasions significantly different than the benefits of offline evasions?
create messy hybrid organizational forms, combining hierarchical and non-hierarchical structures as fit their needs?
Under what conditions do new ICTs: promote more rapid and intense mobilization
efforts? enable more sustained activity? promote non-traditional movement
organization? reinforce traditional SMOs?
Thank you very much for your attention
For more information:
The Adoption of Social Network Sites for Expressive Participation in Internet Social Movements: A Proposed Model
Dr. Juan D Borrero
University of Huelva, Spain
Dr. Shumaila Yousafzai
Cardiff University, UK