YouTube 素食主义话语中集体行动的叙事
Narratives of Collective Action in YouTube's Discourse on Veganism
AI总结：
本文利用自然语言处理将素食运动道德叙事理论框架应用于 YouTube 环保倡议视频，发现倡导社会抗争的叙事与更强的公众集体行动意识及更高的语义一致性相关，为理解在线集体行动的形成和优化社会运动传播策略提供了新见解。
摘要：
叙事可以成为激发人们就气候变化等紧迫社会问题采取行动的有力工具。尽管社会科学理论为理解集体运动中产生的叙事提供了框架，但这些框架很少被应用于社交媒体平台所提供的海量数据，而社交媒体在塑造公众舆论和动员集体行动方面发挥着重要作用。对在线叙事进行实证评估的这一空白，限制了我们对叙事与公众反应之间关系的理解。在本研究中，我们聚焦于植物性饮食作为一种亲环境行动形式，并运用自然语言处理来操作化一个专门针对素食运动的道德叙事理论框架。我们将该框架应用于 YouTube 视频中出现的叙事，这些视频宣传了 Veganuary、Meatless March 和 No Meat May 等环境倡议。我们的分析揭示，理论所定义的若干叙事类型在数据中具有实证存在。为了识别有可能引发积极公众参与的叙事，我们使用文本处理来估计不同叙事类型下支持集体行动的评论所占比例。倡导社会抗争的视频叙事——无论是通过抗议，还是通过努力使他人转而支持该事业——都与相应评论中更强的集体行动意识相关联。这些叙事类型还表现出更高的语义连贯性，以及信息与公众反应之间更高的一致性，而这些标志通常与成功的集体行动相关。我们的工作为理解影响集体行动涌现的复杂因素提供了新的见解，从而有助于在社会运动中制定有效的传播策略。
英文摘要：
Narratives can be powerful tools for inspiring action on pressing societal issues such as climate change. While social science theories offer frameworks for understanding the narratives that arise within collective movements, these are rarely applied to the vast data available from social media platforms, which play a significant role in shaping public opinion and mobilizing collective action. This gap in the empirical evaluation of online narratives limits our understanding of their relationship with public response. In this study, we focus on plant-based diets as a form of pro-environmental action and employ natural language processing to operationalize a theoretical framework of moral narratives specific to the vegan movement. We apply this framework to narratives found in YouTube videos promoting environmental initiatives such as Veganuary, Meatless March, and No Meat May. Our analysis reveals that several narrative types, as defined by the theory, are empirically present in the data. To identify narratives with the potential to elicit positive public engagement, we used text processing to estimate the proportion of comments supporting collective action across narrative types. Video narratives advocating social fight, whether through protest or through efforts to convert others to the cause, are associated with a stronger sense of collective action in the respective comments. These narrative types also demonstrate increased semantic coherence and alignment between the message and public response, markers typically associated with successful collective action. Our work offers new insights into the complex factors that influence the emergence of collective action, thereby informing the development of effective communication strategies within social movements.
机构、总结、中文摘要均由AI分析而来，可能存在错误，请以论文正文为准。
