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Case study: public consensus building on the Internet.

Hyun Soon Park1

  • 1Department of Advertising, College of Communication Arts & Sciences, Michigan State University, East Lansing 48824-1212, USA. parkhyu5@msu.edu

Cyberpsychology & Behavior : the Impact of the Internet, Multimedia and Virtual Reality on Behavior and Society
|July 19, 2002
PubMed
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Online grassroots movements leverage internet functions for public engagement. This study examines frame alignment processes, crucial for building consensus and participation in digital advocacy campaigns.

Area of Science:

  • Social Sciences
  • Internet Studies
  • Political Communication

Background:

  • Organizations increasingly utilize websites for grassroots advocacy and policy promotion.
  • Internet-based collective activities are viewed as significant social phenomena.

Purpose of the Study:

  • To examine public consensus-building online.
  • To analyze the strategic use of internet functions in facilitating public involvement.

Main Methods:

  • Adoption of the Frame Alignment Process as a conceptual framework.
  • Elaboration of four key frame alignment processes: bridging, amplification, extension, and transformation.
  • Case study analysis of the Electronic Frontier Foundation's campaign against the Communication Decency Act of 1996.

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Main Results:

  • Identified how various internet functions strategically support frame alignment processes.
  • Demonstrated the practical application of frame alignment in a real-world online advocacy campaign.
  • Highlighted the effectiveness of specific online strategies in mobilizing public participation.

Conclusions:

  • Frame alignment processes are critical for successful online advocacy.
  • Strategic utilization of internet functions enhances public engagement and consensus-building.
  • The study provides a framework for understanding and executing digital grassroots movements.