ABSTRACT Assessing the connection between social media engagement and activism for strategic communication is tricky. Although social media facilitate protests, they may also create a lazy form of activism known as slacktivism, potentially weakening the strength of a social movement. This dichotomy suggests the need to develop a theory to understand the connection between social media engagement, empowerment, and protest participation. We explore this connection via in-depth interviews with those who used social media in a case of social media-driven protest. Rather than limit analysis to outcomes like social media analytics, this research suggests the need to consider a model-based understanding of engagement, namely that social media activism proceeds from engagement antecedents and is supported by engagement attributes, towards, ultimately, engagement outcomes. Additionally, data suggest that this process is mediated by factors that include communicative competence, empowerment, and social stake.

中文翻译：

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超越松弛主义：研究社交媒体的参与，赋权和参与行动主义之间的纠缠

摘要评估社交媒体参与度与策略性沟通活动之间的联系非常棘手。尽管社交媒体促进了抗议活动，但它们也可能创建一种懒惰的行动主义形式，称为松弛主义，从而有可能削弱社交运动的力量。这种二分法表明，有必要发展一种理论来理解社交媒体参与，授权和抗议参与之间的联系。我们通过在社交媒体引发抗议的情况下与使用社交媒体的人进行深入访谈来探讨这种联系。这项研究表明，社交媒体行动主义应源于参与活动的先行者，并受到参与属性的支持，最终走向社会，而不是局限于对社交媒体分析等结果进行分析，而是需要考虑基于模型的参与度理解。参与成果。此外，数据表明，这一过程是由沟通能力，授权和社会利益等因素介导的。