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How Millennials Engage in Social Media Activism: A Uses and Gratifications Approach

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Date Issued:
2015
Abstract/Description:
Millennials are the world's digital natives and its largest generation. A general perception of this generation is that they lack engagement in social-political issues. This study explores how Millennials are engaging in social media activism and whether online activism is driving offline activism behaviors. A quantitative survey of 306 participants was conducted to learn more about the gratifications Millennials obtain through social media and whether associations exist between their online and offline activism behaviors. The results showed that Millennials engage in online activism behaviors to a greater extent than offline activism behaviors. Millennials primarily gratify intrinsic needs for interaction and belonging by engaging in social media activism behaviors. So-called (")slacktivism(") behaviors were most common among Millennials engaging in online activism. Similarly, online activism behaviors that require greater investment from Millennials were a good predictor of activism behaviors that occur offline. Results also demonstrate that, at an individual identification level, Millennials self-perceptions as activists predicted engagement in both online and offline activism.
Title: How Millennials Engage in Social Media Activism: A Uses and Gratifications Approach.
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Name(s): Dookhoo, Sasha, Author
Dodd, Melissa, Committee Chair
Rubenking, Bridget, Committee CoChair
Brown, Tim, Committee Member
University of Central Florida, Degree Grantor
Type of Resource: text
Date Issued: 2015
Publisher: University of Central Florida
Language(s): English
Abstract/Description: Millennials are the world's digital natives and its largest generation. A general perception of this generation is that they lack engagement in social-political issues. This study explores how Millennials are engaging in social media activism and whether online activism is driving offline activism behaviors. A quantitative survey of 306 participants was conducted to learn more about the gratifications Millennials obtain through social media and whether associations exist between their online and offline activism behaviors. The results showed that Millennials engage in online activism behaviors to a greater extent than offline activism behaviors. Millennials primarily gratify intrinsic needs for interaction and belonging by engaging in social media activism behaviors. So-called (")slacktivism(") behaviors were most common among Millennials engaging in online activism. Similarly, online activism behaviors that require greater investment from Millennials were a good predictor of activism behaviors that occur offline. Results also demonstrate that, at an individual identification level, Millennials self-perceptions as activists predicted engagement in both online and offline activism.
Identifier: CFE0005941 (IID), ucf:50794 (fedora)
Note(s): 2015-12-01
M.A.
Sciences, Communication
Masters
This record was generated from author submitted information.
Subject(s): activism -- Millennials -- offline activism -- online activism -- slacktivism -- social media activism
Persistent Link to This Record: http://purl.flvc.org/ucf/fd/CFE0005941
Restrictions on Access: public 2015-12-15
Host Institution: UCF

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