Leveraging moral foundations for corporate social advocacy combating anti-Asian racism: A computational approach

IF 1.5 2区文学 Q2 COMMUNICATION

Asian Journal of Communication Pub Date : 2023-01-27 DOI:10.1080/01292986.2023.2169944

Chuqing Dong, Wenlin Liu, Yafei Zhang

引用次数: 1

Abstract

ABSTRACT CSA on racial justice issues has become more popular in recent years. With the rising number of hate crimes against Asian Americans, including the Atlanta spa shooting incident, companies must consider how to position themselves in racial conversations to fulfill their civic responsibilities and create positive social impacts. This study employed the Moral Foundation Theory (MFT) to assess companies’ CSA communication regarding #StopAsianHate and its role in promoting public engagement on Twitter. The study analyzed 1,253 tweets posted by 469 business accounts engaging in the conversation about Stop Asian Hate on Twitter to identify prevalent CSA themes, various moral values used in CSA messages, and the relationship between the use of various moral values and public engagement (i.e. likes and retweets) on Twitter. This study adds to CSA scholarship by stressing a moral stance and providing suggestions for companies to leverage moral discourse in anti-Asian racism activism on social media.

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利用企业社会倡导的道德基础打击反亚裔种族主义:一种计算方法

摘要近年来，关于种族正义问题的CSA越来越受欢迎。随着针对亚裔美国人的仇恨犯罪数量不断增加，包括亚特兰大水疗中心枪击事件，公司必须考虑如何在种族对话中定位自己，以履行公民责任并创造积极的社会影响。本研究采用道德基础理论（MFT）评估了公司关于#StopAsianHaate的CSA沟通及其在推特上促进公众参与方面的作用。该研究分析了469个参与推特上“停止亚洲仇恨”对话的商业账户发布的1253条推文，以确定普遍存在的CSA主题、CSA消息中使用的各种道德价值观，以及各种道德价值的使用与推特上公众参与（即点赞和转发）之间的关系。这项研究强调了道德立场，并为公司在社交媒体上的反亚裔种族主义活动中利用道德话语提供了建议，从而增加了CSA的学术研究。

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

Asian Journal of Communication COMMUNICATION-

CiteScore

3.70

自引率

0.00%

发文量

期刊介绍： Launched in 1990, Asian Journal of Communication (AJC) is a refereed international publication that provides a venue for high-quality communication scholarship with an Asian focus and perspectives from the region. We aim to highlight research on the systems and processes of communication in the Asia-Pacific region and among Asian communities around the world to a wide international audience. It publishes articles that report empirical studies, develop communication theory, and enhance research methodology. AJC is accepted by and listed in the Social Science Citation Index (SSCI) published by Clarivate Analytics. The journal is housed editorially at the Wee Kim Wee School of Communication and Information at Nanyang Technological University in Singapore, jointly with the Asian Media Information and Communication Centre (AMIC).