The emerging media- social media- creates new ways of communication. One of the examples is the rise of online social movements and campaigns regarding energy issues, which attract lots of attention and online participation. This results in a new phenomenon called “online slacktivism”, which refers to the phenomenon where a large population participates via the internet.
 
However, it is not clear which factors in social media communication strategies contribute to “online slacktivism” yet. To understand how social media communication factors contribute to the participation of “online slacktivists” in energy campaigns, this research is carried out with a triangulation of qualitative and quantitative methodologies to investigate and analyze the relationships between social media communication factors and the participation of “online slacktivist” in energy campaigns.
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Public Communication of Science and Technology

 

Social media communication factors in energy campaigns

Chao-Ping Hong   Dublin City University

David Langley   TNO: Nederlandse Organisatie voor toegepast-natuurwetenschappelijk onderzoek

Caroline Wehrmann   Delft University of Technology, Dept. of Applied Sciences, Science Education & Communication

The emerging media- social media- creates new ways of communication. One of the examples is the rise of online social movements and campaigns regarding energy issues, which attract lots of attention and online participation. This results in a new phenomenon called “online slacktivism”, which refers to the phenomenon where a large population participates via the internet.
 
However, it is not clear which factors in social media communication strategies contribute to “online slacktivism” yet. To understand how social media communication factors contribute to the participation of “online slacktivists” in energy campaigns, this research is carried out with a triangulation of qualitative and quantitative methodologies to investigate and analyze the relationships between social media communication factors and the participation of “online slacktivist” in energy campaigns.

A copy of the full paper has not yet been submitted.

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