TY - JOUR
T1 - Modeling collective action through media to promote social change and positive intergroup relations in violent conflicts
AU - Bilali, Rezarta
AU - Vollhardt, Johanna Ray
AU - Rarick, Jason Ray David
PY - 2017/1/1
Y1 - 2017/1/1
N2 - Does social influence exerted through role modeling of collective action impact social change in contexts that are not conducive to collective action, such as long-lasting violent conflicts? We examined this question in two field experiments in the Eastern Democratic Republic of Congo. We created two versions of an episode of an existing media intervention (a show aiming to promote positive social change), in which fictional characters either planned collective action (role modeling condition), or did not plan action (control condition) to address grievances. In Study 1, role modeling affected individual-level outcomes: it increased perceived collective efficacy and willingness to take action, but exacerbated intergroup attitudes and reduced tolerance. Study 2 tested the influence of role modeling on a group-level outcome (group discussions). Discussions following the role modeling show focused less on grievances, and included more positive lessons of the show, as well as more statements about collective efficacy and collective action. The findings highlight the influence of role modeling of collective action through media on efficacy and action for social change, but caution against unintended consequences on intergroup attitudes.
AB - Does social influence exerted through role modeling of collective action impact social change in contexts that are not conducive to collective action, such as long-lasting violent conflicts? We examined this question in two field experiments in the Eastern Democratic Republic of Congo. We created two versions of an episode of an existing media intervention (a show aiming to promote positive social change), in which fictional characters either planned collective action (role modeling condition), or did not plan action (control condition) to address grievances. In Study 1, role modeling affected individual-level outcomes: it increased perceived collective efficacy and willingness to take action, but exacerbated intergroup attitudes and reduced tolerance. Study 2 tested the influence of role modeling on a group-level outcome (group discussions). Discussions following the role modeling show focused less on grievances, and included more positive lessons of the show, as well as more statements about collective efficacy and collective action. The findings highlight the influence of role modeling of collective action through media on efficacy and action for social change, but caution against unintended consequences on intergroup attitudes.
KW - Collective action
KW - Discussion
KW - Intergroup conflict
KW - Media
KW - Role modeling
KW - Social influence
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U2 - 10.1016/j.jesp.2016.07.005
DO - 10.1016/j.jesp.2016.07.005
M3 - Article
AN - SCOPUS:84979021078
VL - 68
SP - 200
EP - 211
JO - Journal of Experimental Social Psychology
JF - Journal of Experimental Social Psychology
SN - 0022-1031
ER -