Exploring Anti-Asian Racism Activism on Twitter during the Early Era of COVID-19 Hate Crimes: Implications for Marketers’ Social Purpose Communication Strategy

IF 4.2 Q2 BUSINESS
Yoon-Joo Lee, Eric Haley, Yuanyuan Shang
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引用次数: 0

Abstract

This study attempts to fill the void in the understanding of anti-Asian racism social media activism campaigns during the early era of the COVID-19 pandemic through content analysis and network analysis of social media to provide suggestions for advertisers/nonprofits to address the prevalence of racism against Asian Americans. Within the theoretical framework of expectancy theory and the field of racial positions, this study reveals that in responses to anti-Asian racism, messages reflecting model minority stereotypes were predominant in conversations across the board but especially predominant among Asian Americans. Network analysis with exponential random graph models (ERGMs) demonstrated that other race groups are more likely to unite in interacting around the topic than Asian Americans. Based on these findings, purpose advertising campaign strategy insights and implications are proposed.
在COVID-19仇恨犯罪早期探索推特上的反亚洲种族主义活动:对营销人员社会目的传播策略的影响
本研究试图通过对社交媒体的内容分析和网络分析,填补对COVID-19大流行早期反亚裔种族主义社交媒体活动的理解空白,为广告商/非营利组织提供建议,以解决针对亚裔美国人的种族主义盛行问题。在期望理论和种族立场领域的理论框架下,本研究揭示了在对反亚裔种族主义的回应中,反映模范少数族裔刻板印象的信息在所有对话中占主导地位,尤其是在亚裔美国人中占主导地位。用指数随机图模型(ERGMs)进行的网络分析表明,其他种族群体比亚裔美国人更有可能团结起来围绕这个话题进行互动。基于这些发现,本文提出了目的性广告活动策略的见解和启示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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