Increasing civic engagement using 140 characters

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Presentation transcript:

Increasing civic engagement using 140 characters Increasing civic engagement using 140 characters? An online experiment on the effects of different communication strategies and the use of hashtags ECREA Istanbul, October 26th 2012 Mirjam Lasthuizen, Sanne Gaastra, Sonja Utz & Raymond van Dongelen NHL University of Applied Sciences

Project Social Community Partners: Public organizations like police and local government How can social media be used for civic participation? Experiment message content and use of hashtag

Civic engagement: high/low Experimental design Benefits: no benefit individual benefit group benefit Civic participation: retweeting clicking link contribute to website Hashtag: yes/no Civic engagement: high/low

Theoretical background Expectancy value theories: naming benefits increase participation Social dilemma perspective: Motivational solution: group benefit (prosocial) Strategic solution: gamification is incentive in individual benefit (proself) Hashtags activate group feeling Moderating effect of civic engagement

Hypotheses H1: The group benefit increases participation more than the individual benefit in case of highly engaged persons. H2: The individual benefit increases participation more than the group benefit concerning lowly engaged persons. H3: A hashtag increase active participation more in case of highly engaged citizens compared to lowly engaged citizens.

Method More burglaries in your neighborhood: Think along on <link> Individual benefit: become the Sherlock Holmes of your neighborhood Group benefit: help to increase the safety in your neighborhood Hashtag: #neighborhoodandpolice

Respondents 206 responses 1/3 male, 2/3 female Average age: 27 98%: 200 friends 73%: 65 followers 64%: 130 contacts

Retweeting Benefit Civic engagement No benefit Individual benefit Group benefit 2.57 2.09 2.77 Low engagement High engagement 2.24 2.71

Clicking the link Civic engagement Low engagement High engagement 3.24 3.77

Contributing information Benefits * Civic engagement

Discussion Individual benefit decreases retweeting: reducing competition to become Sherlock Holmes (relevancy of the content of the social dilemma besides structure) Group benefit increases participation (contributing information), except for highly engaged citizens: motivational crowding

Contact website www.sowijs.nl twitter @sowijs.nl mail sowijs@nhl.nl