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Human Rights Organizations as Agents of Change: An Experimental Examination of Framing and Micromobilization

Published online by Cambridge University Press:  06 July 2015

KYLA JO MCENTIRE ,
MICHELE LEIBY  and
MATTHEW KRAIN
KYLA JO MCENTIRE*
Affiliation:
Indiana University Lilly Family School of Philanthropy
MICHELE LEIBY*
Affiliation:
The College of Wooster
MATTHEW KRAIN*
Affiliation:
The College of Wooster
*
Kyla Jo McEntire, Indiana University Lilly Family School of Philanthropy, 9328 Stones Ferry Way, Indianapolis, IN 46278 ([email protected]).
Michele Leiby is Assistant Professor, Department of Political Science, The College of Wooster, Kauke Hall, 400 E. University St, Wooster OH 44691 ([email protected]).
Matthew Krain is Professor, Department of Political Science, The College of Wooster, Kauke Hall, 400 E. University St, Wooster OH 44691 ([email protected]).
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Abstract

Human Right Organizations (HROs) attempt to shape individuals’ values and mobilize them to act. Yet little systematic research has been done to evaluate the efficacy of these efforts. We identified the three most common messaging techniques: (1) informational frames; (2) personal frames; and (3) motivational frames. We tested their efficacy using an experimental research design in which participants were randomly assigned to the control group (shown no campaign materials) or one of the treatment groups shown a campaign against sleep deprivation featuring one of these framing strategies. We then surveyed participants regarding their attitudes and their willingness to act. Results demonstrate that all three framing strategies are more effective at mobilizing consensus than action. Personal narratives are the most consistently successful, increasing individuals’ sense of knowledge on the issue and their emotional reaction to the issue, leading them to reject the practice and participate in a campaign to demand its cessation.

Type
Research Article
Information
American Political Science Review , Volume 109 , Issue 3 , August 2015 , pp. 407 - 426
Copyright
Copyright © American Political Science Association 2015 

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