Resource Type: Research & Articles

Emphasize shared identity, injustice, and empowerment to motivate supporters to action. This paper analyzed data from 182 prior studies on a range of social movements around the world and integrated past theories of social movement participation into a unified framework, the Social Identity Model of Collective Action (SIMCA). People were more likely to be interested in and take action on a cause as a result of three elements: their social group was experiencing injustice towards it, they more strongly identified with that group, and/or they felt that acting together could have an impact (that is, a sense of collective efficacy). The influence of injustice was stronger when it was emotionally felt, not merely intellectually understood; and identity was more potent when it was politicized—that is, linked to an organization, movement, or broader social analysis. Of the three elements, identity was the most reliable and appeared to also influence the other two, so may be the most important for organizers to focus on.
 
 

A series of 4 rapid message tests to gain an understanding about what messages persuade people that renewable energy is reliable and affordable. Includes a national test, and tests among Californians, Texas Republicans, and those in PJM RTO territory (DE, IL, IN, KY, MD, MI, NJ, NC, OH, PA, TN, VA, WV, DC). Among other findings, a message on the lower costs of renewable energy was the only of 10 national messages to increase beliefs that renewable energy would lower utility bills; a message warning people that fossil fuel companies are spreading disinformation actually backfired (making people believe that renewable energy would INCREASE costs), and an opposition message (that renewable energy is not reliable) did not change views on whether renewable energy would affect costs.