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ECREA Istanbul , October 26th 2012

Increasing civic engagement using 140 characters? An online experiment on the effects of different communication strategies and the use of hashtags. ECREA Istanbul , October 26th 2012 Mirjam Lasthuizen, Sanne Gaastra , Sonja Utz & Raymond van Dongelen NHL University of Applied Sciences .

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ECREA Istanbul , October 26th 2012

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  1. Increasing civic engagement using 140 characters?An online experiment on the effects of different communication strategies and the use of hashtags ECREA Istanbul, October 26th 2012 Mirjam Lasthuizen, Sanne Gaastra, Sonja Utz & Raymond van Dongelen NHL University of Applied Sciences

  2. Project Social Community • Partners: Public organizationslikepolice and localgovernment • Howcansocial media beusedforcivicparticipation? • Experiment message content and use of hashtag

  3. Experimental design Benefits: no benefit individual benefit group benefit Civicparticipation: retweeting clicking link contribute to website Hashtag: yes/no Civic engagement: high/low

  4. Theoretical background • Expectancy value theories: naming benefits increase participation • Social dilemma perspective: • Motivational solution: group benefit (prosocial) • Strategic solution: gamification is incentive in individual benefit (proself) • Hashtags activate group feeling • Moderating effect of civic engagement

  5. Hypotheses • H1: The group benefit increases participation more than the individual benefit in case of highly engaged persons. • H2: The individual benefit increases participation more than the group benefit concerning lowly engaged persons. • H3: Ahashtag increase active participation more in case of highly engaged citizens compared to lowly engaged citizens.

  6. Method • More burglaries in yourneighborhood: Thinkalongon <link> • Individual benefit: become the SherlockHolmes of yourneighborhood • Group benefit: help to increase the safety in your neighborhood • Hashtag: #neighborhoodandpolice

  7. Respondents • 206 responses • 1/3 male, 2/3 female • Average age: 27 • 98%: 200 friends • 73%: 65 followers • 64%: 130 contacts

  8. Retweeting • Benefit • Civic engagement

  9. Clicking the link • Civic engagement

  10. Contributinginformation • Benefits * Civic engagement

  11. Discussion • Individual benefit decreases retweeting: reducing competition to become Sherlock Holmes (relevancy of the content of the social dilemma besides structure) • Group benefit increases participation (contributing information), except for highly engaged citizens: motivational crowding

  12. Contact website www.sowijs.nl twitter @sowijs.nl mail sowijs@nhl.nl

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