Emotional framing in online environmental activism: Pairing a Twitter study with an offline experiment.

ABSTRACT: As the consequences of anthropogenic climate change become more apparent, social media has become a central tool for environmental activists to raise awareness and to mobilize society. In two studies, we examine how the emotional framing of messages posted by environmental activists influences engagement and behavioral intentions toward environmental action. In the first study, tweets (N = 510k) of 50 environmental activists posted between November 2015 and December 2020 are examined to measure their emotional content and its relation to tweet diffusion. Environment-related tweets are found to be shared more the less they contain positive emotion and the more they contain negative emotion. This result supports the negativity bias on social media. In Study 2 (N = 200), we expe

SUBMITTER: Sanford M 

PROVIDER: S-EPMC9928158 | biostudies-literature | 2022

REPOSITORIES: biostudies-literature