对资助公园投赞成票:税收公投运动中社交媒体传播的有效性

IF 0.7 Q4 HOSPITALITY, LEISURE, SPORT & TOURISM
S. Zou, Nicholas A. D. Pitas, Andrew J. Kerins, Mary Ellen Wuellner, Izabelle Jaquet
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引用次数: 1

摘要

尽管当地公园和娱乐机构依赖各种类型的资金,但基于税收的拨款是最重要的资金来源。不幸的是,基于税收的分配没有跟上日益增长的用户需求和维护积压的步伐。因此,成功的税收公投对持续运营和资本投资至关重要。在可能影响公众舆论的各种活动中,通过各种媒体传递战略信息可能是最重要的活动之一。本研究以县级公园机构2020年的税收公投为例,旨在确定开放空间公投运动的成功沟通策略,以确保选民的支持。从竞选团队的官方脸书页面收集数据,以检查哪些信息内容和帖子类型能有效提高选民的意识和参与度。回归结果显示,用通俗易懂的语言解释选票的信息(如简化选票语言),表明当地组织或当地拥护者/名人的支持或批准(如背书),细分了所要求的总税额(如时间重新规划),并强调如果公投获得通过,直接利益(即直接结果)在提高对公投的认识方面最为有效。在Facebook页面的关注者中,展示竞选努力/活动的帖子(即恶魔展示)和承认个人或组织为支持竞选所做的努力(即致谢)有效地提高了参与度。就Facebook帖子类型而言,照片帖子和视频帖子通常比链接和共享视频帖子表现更好。这项研究对开放空间公民投票的倡导者和参与竞选宣传的管理者有三个主要的实际意义:(1)寻求并展示当地知名组织或个人的支持;(2) 强调直接利益,并细分所要求的税收总额;以及(3)使用短视频和风景图像。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Voting Yes for Funding Public Parks: The Effectiveness of Social Media Communication in a Tax Referendum Campaign
Although local park and recreation agencies rely on various types of funding, tax-based allocations are the most significant funding source. Unfortunately, tax-based allocations have not kept pace with growing user demands and maintenance backlogs. As such, successful tax referenda are becoming critical for sustained operations and capital investment. Among the various activities that may sway public opinion, strategic messaging through a variety of media may be one of the most important. Using a county-level public park agency’s 2020 tax referendum as a case study, the purpose of this study is to identify successful communication strategies of open space referendum campaigns that secure support from voters. Data were collected from the campaign’s official Facebook page to examine what message content and post type were effective in increasing voter awareness and engagement. Results from regressions showed that messages that explained the ballot in plain language (e.g., Simplify Ballot Language), demonstrated support or approval from local organizations or local champions/celebrities (e.g., Endorsement), broke down the total amount of tax being requested (i.e., Temporal Reframing), and empha-sized the direct benefits if the referendum were passed (i.e., Direct Outcome) were most effective in increasing the awareness of the referendum. Among Facebook page followers, posts that demonstrated campaign efforts/activities (i.e., Demon-stration) and acknowledged individuals’ or organizations’ efforts to support the campaign (i.e., Acknowledgement) effectively increased engagement. In terms of Facebook post types, photo posts and video posts generally performed better than link and shared video posts. The study has three main practical implications for open space referenda advocates and managers concerned with campaign commu-nication: (1) solicit and demonstrate support from highly regarded local organiza-tions or individuals; (2) emphasize the direct benefits and break down the total amount of tax being asked; and (3) use short videos and scenic images.
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来源期刊
Journal of Park and Recreation Administration
Journal of Park and Recreation Administration HOSPITALITY, LEISURE, SPORT & TOURISM-
CiteScore
1.90
自引率
23.10%
发文量
40
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