Powerful Communication Style on Twitter: Effects on Credibility and Civic Participation: Effects on credibility and civic participation

Salvador Alvídrez, Oziel Franco Rodríguez

Research output: Contribution to journalArticle

5 Citations (Scopus)

Abstract

The aim of the present study was to examine the effect of two linguistic styles used in Twitter messages on engaging users in civic participation activities, understood as participation by citizens in community improvement actions. Using a socio-linguistic approach, an experimental intervention was carried out in which 324 university students evaluated the messages posted by the head of an environmental NGO on Twitter. The gender of the NGO head (male vs. female) and the linguistic style used for the posts were manipulated in terms of a «powerful» (e.g., assertive, direct) or «powerless» style (e.g., indirect, ambiguous). The gender of the evaluators was also manipulated in order to analyze potential differences among the overall impressions and evaluations between men and women. The results showed that «male» and «female» versions of the NGO head were perceived as more credible when they used a powerful as opposed to a powerless linguistic style. This effect was observed irrespective of the evaluator’s gender. Moreover, the test for indirect effects suggested that credibility mediated the relationship between a powerful style and the likelihood of engaging users to participate in the NGO’s agenda. The results are discussed in terms of the relevance of this type of communication for promoting civic participation in social media.
Original languageEnglish
Article number3
Pages (from-to)89-97
Number of pages9
JournalComunicar
Volume24
Issue number47
DOIs
Publication statusPublished - 1 Apr 2016

Fingerprint

twitter
Linguistics
credibility
non-governmental organization
linguistics
participation
communication
Communication
gender
social media
Students
citizen
university
evaluation
community
student

All Science Journal Classification (ASJC) codes

  • Cultural Studies
  • Communication
  • Education

Cite this

@article{40c88bf9dc194050bf39720af72cef27,
title = "Powerful Communication Style on Twitter: Effects on Credibility and Civic Participation: Effects on credibility and civic participation",
abstract = "The aim of the present study was to examine the effect of two linguistic styles used in Twitter messages on engaging users in civic participation activities, understood as participation by citizens in community improvement actions. Using a socio-linguistic approach, an experimental intervention was carried out in which 324 university students evaluated the messages posted by the head of an environmental NGO on Twitter. The gender of the NGO head (male vs. female) and the linguistic style used for the posts were manipulated in terms of a «powerful» (e.g., assertive, direct) or «powerless» style (e.g., indirect, ambiguous). The gender of the evaluators was also manipulated in order to analyze potential differences among the overall impressions and evaluations between men and women. The results showed that «male» and «female» versions of the NGO head were perceived as more credible when they used a powerful as opposed to a powerless linguistic style. This effect was observed irrespective of the evaluator’s gender. Moreover, the test for indirect effects suggested that credibility mediated the relationship between a powerful style and the likelihood of engaging users to participate in the NGO’s agenda. The results are discussed in terms of the relevance of this type of communication for promoting civic participation in social media.",
author = "Salvador Alv{\'i}drez and Rodr{\'i}guez, {Oziel Franco}",
year = "2016",
month = "4",
day = "1",
doi = "10.3916/C47-2016-09",
language = "English",
volume = "24",
pages = "89--97",
journal = "Comunicar",
issn = "1134-3478",
publisher = "Grupo Communicar Ediciones",
number = "47",

}

Powerful Communication Style on Twitter: Effects on Credibility and Civic Participation : Effects on credibility and civic participation. / Alvídrez, Salvador; Rodríguez, Oziel Franco.

In: Comunicar, Vol. 24, No. 47, 3, 01.04.2016, p. 89-97.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Powerful Communication Style on Twitter: Effects on Credibility and Civic Participation

T2 - Effects on credibility and civic participation

AU - Alvídrez, Salvador

AU - Rodríguez, Oziel Franco

PY - 2016/4/1

Y1 - 2016/4/1

N2 - The aim of the present study was to examine the effect of two linguistic styles used in Twitter messages on engaging users in civic participation activities, understood as participation by citizens in community improvement actions. Using a socio-linguistic approach, an experimental intervention was carried out in which 324 university students evaluated the messages posted by the head of an environmental NGO on Twitter. The gender of the NGO head (male vs. female) and the linguistic style used for the posts were manipulated in terms of a «powerful» (e.g., assertive, direct) or «powerless» style (e.g., indirect, ambiguous). The gender of the evaluators was also manipulated in order to analyze potential differences among the overall impressions and evaluations between men and women. The results showed that «male» and «female» versions of the NGO head were perceived as more credible when they used a powerful as opposed to a powerless linguistic style. This effect was observed irrespective of the evaluator’s gender. Moreover, the test for indirect effects suggested that credibility mediated the relationship between a powerful style and the likelihood of engaging users to participate in the NGO’s agenda. The results are discussed in terms of the relevance of this type of communication for promoting civic participation in social media.

AB - The aim of the present study was to examine the effect of two linguistic styles used in Twitter messages on engaging users in civic participation activities, understood as participation by citizens in community improvement actions. Using a socio-linguistic approach, an experimental intervention was carried out in which 324 university students evaluated the messages posted by the head of an environmental NGO on Twitter. The gender of the NGO head (male vs. female) and the linguistic style used for the posts were manipulated in terms of a «powerful» (e.g., assertive, direct) or «powerless» style (e.g., indirect, ambiguous). The gender of the evaluators was also manipulated in order to analyze potential differences among the overall impressions and evaluations between men and women. The results showed that «male» and «female» versions of the NGO head were perceived as more credible when they used a powerful as opposed to a powerless linguistic style. This effect was observed irrespective of the evaluator’s gender. Moreover, the test for indirect effects suggested that credibility mediated the relationship between a powerful style and the likelihood of engaging users to participate in the NGO’s agenda. The results are discussed in terms of the relevance of this type of communication for promoting civic participation in social media.

UR - http://www.scopus.com/inward/record.url?scp=84962439565&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84962439565&partnerID=8YFLogxK

U2 - 10.3916/C47-2016-09

DO - 10.3916/C47-2016-09

M3 - Article

AN - SCOPUS:84962439565

VL - 24

SP - 89

EP - 97

JO - Comunicar

JF - Comunicar

SN - 1134-3478

IS - 47

M1 - 3

ER -