Predicting Activism for a Social Cause

Abstract

This study identifies factors that predict willingness to engage in activism for a social cause. In doing so, it develops a Guttman scale that ranks the various online and offline communication activities in order of likelihood of being engaged. Survey data indicate that those who perceive structural forces as the cause of homelessness are more willing to engage in activism. The societal attribution appears to drive willingness to engage in activism directly as well as indirectly by boosting confidence in persuading others to agree about the issue of homelessness (i.e., increasing communicative efficacy). This finding suggests that the causal attribution of responsibility may motivate activism by influencing the beliefs about whether one should and can help to mobilize support to address the issue.

Keywords:

• Framing
• Efficacy
• Activism
• Homelessness
• Mobilization

Additional information

Funding

This study was supported by the James W. Carey Urban Communication Grant Award.