When Social Media and Cause Engagement for Minorities Come Together
The use of communications during the struggle for social justice in the United States is far from being a novelty. News spread quickly by word of mouth when black college students started a host of nonviolent sit-ins in several states almost 50 years ago, as The Washington Post’s Krissah Thompson noted. Today, civil rights activists, particularly African Americans and Hispanics, have found in social media a powerful channel to voice their support for a cause and generate cause engagement, according to a latest study by Georgetown University and Ogilvy PR Worldwide.
The study found that nearly one in three African-American adults (30 percent) and four in 10 Hispanics (39 percent) say “they’re more likely to support a cause or social issue online than offline,” whereas one in five (24 percent) of Caucasians expressed the same interest. Likewise, a slight majority of African Americans (58 percent) and Hispanics (51 percent) are more likely to believe that they can help spread the word “about a social issue or cause through online social networks” adding that they feel they’re part of a community by supporting causes online –compared to 34 percent of Caucasians.
The study goes on to say that, although television and print media are still regarded as reliable sources to learn about causes, both African Americans and Hispanics are significantly “more likely than Caucasians to look for social media as an additional source of information (31 and 27 percent versus 21 percent, respectively.)”
Read the entire article at My Direct Democracy.