Social Media for Social Change: Social Media Political Efficacy and Activism in Student Activist Groups

Abstract

Social media activism has become very relevant for many student activist groups. How can political use of social media be motivated? The concept of Social Media Political Efficacy was proposed to resolve inconsistencies in prior theories of social media activism. A survey (n = 222) of members of 3 student activist groups showed that social media political efficacy was positively related to successful experiences using social media for activism. The relationship between social media political efficacy and social media activism was stronger than that between the concept of political efficacy employed in prior research and social media activism. Theory and social media activism implications are discussed.

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Notes on contributors

Alcides Velasquez

Alcides Velasquez (Ph.D., Michigan State University) is an assistant professor in the Communication Studies Department at Pontificia Universidad Javeriana, Bogotá, Colombia. His research interests include the digital divide and uses of new media for political activism and social change.

Robert LaRose

Robert LaRose (Ph.D., University of Southern California) is a professor in the Media and Information Studies at Michigan State University. His research interests include the role of habit in media behavior, the adoption of broadband Internet among vulnerable populations and generally the uses and effects of new media.