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Download full textPinazo-Calatayud, Daniel; Nos-Aldás, Eloísa; Agut-Nieto, Sonia – Comunicar: Media Education Research Journal, 2020
This study analyses the role of communication in social activism from models that surpass the mere emotional reaction, prior belief reinforcement or brand identification. This paper tests the hypothesis that a message focused on the cause (and its results) will motivate a previously sensitized audience depending on their interactions with source…
Descriptors: Activism, Emotional Response, Comparative Analysis, Communications
