Getting them involved: attracting and empowering supporters

Darren G. Lilleker (Bournemouth University)

“I don’t usually get involved in anything political but [Change We See] just inspired me. I wanted to be part of that, to say something positive. There’s too much negativity, I wanted to show people what I thought was positive… I took my camera out and I think I must’ve taken twenty shots, I even uploaded some under different names, getting comments back from other supporters really gave me a boost to get more involved” (Karen, 34, Nurse)

Rethinking Activism

Seek Information

Like

Share

Comment Join Online

Blog

Advocate to Friends

Delivering CanvassingJoin Offline

InvolvementLow High

Communication is about nurturing interest, increasing involvement, building relationships, a community and mobilising

GOTV

The Political Loyalty Ladder

Information SeekerEngaging and appealing broad messages.Have clear idea of the target audience Hypermedia usage

ProspectTargeted through Activists and Active Advocates.Personal Appeals using broad messages.Market-oriented brand identity

Passive AdvocateWelcome and test desire to be connected.Communicate at various levels.

ConnectedForums, groups and opportunities for meets.

Active AdvocateBring them into the organisation.Create opportunities for them to be activists

ActivistsEmpower through connectedness. Build desire for outcomes; Make outcomes realisable

Understanding Cognition

Creation of Positive Outcomes from Involvement (Expectancy Value)

Creation of Social Norms around support and alliance(Group Think)

Demonstrate value of action and reduce barriers (Foot-in-the-door)

The Role of Communication

Positive Outcomes +

Community Spirit +

Low Barrier to success

Heightened Propensity to participate=

The Impact on Cognition and Behaviour

Adapted from Azjen’s Theory of Planned Behaviour

“I don’t know what I was looking for, just browsing I guess, I was wondering about the election and should I vote coz I don’t usually… I was reading the forum and wanted to answer this guy so I joined and we got chatting… I never met him but I thought I would go along to a meeting next thing I’m on this stand telling people to vote {XXX}” (Max, 28, Estate Agent)

“I don’t know anyone whose had cancer but its serious like I know, [Mary] liked Wear it Pink so I wondered what it was, it seemed so easy to achieve so much, all I had to do was get a ribbon and it was really cool seeing how many others had them. I even spoke to a woman on the tube as we both had one. They do events and I might go to one next year, its just something I thought ‘yeah’ why not” (Jenny, 22, checkout operator)