Lecture 10: group level social media interventions

Question 1

the 4 types of network interventions strategies

Answer 1

1. individual influencers
2. groups (segmentation)
3. Induction
4. Alteration

Question 2

meaning segmentation-based intervention

Answer 2

segmenting and targeting a specific group within a social network to change at the same time
- based on lifestyle, sociodemographics heath status, gender, etc.

Question 3

definition groups

Answer 3

Social unit consisting of 3 or more individuals interacting with each other with respect to:

• common motives and goals;
• an accepted division of labor;
• established status relationships;
• accepted norms and values with reference to matters relevant to the group
• the development of accepted sanctions, such as raise and punishment, when norms were respected or violated.

Question 4

Important terms to remember (social psychology)

Answer 4

• primary vs secondary groups
• reference group
• ingroup vs outgroup
• social network
• social capital

Question 5

psychological function of groups

Answer 5

• sense of belonging
• validation –> self-esteem
• meaning making, structuring the outside world
• identity ( personal and social identity)

Question 6

Social identity approach (vs social norm approach)

Answer 6

= the mental representations of the group (=prototype)

• mapping the prototype on own identity and using it to guide behavior
• negative aspects: stigmatized groups and engages risky behavior
• the individuals influence the behavior on themselves

Question 7

Social norms approach (vs social identity approach)

Answer 7

• the group influences the behavior on the individuals
• social norms are a set of expectations concerning the attitudes, beliefs and behavior of a particular group of people
• conformity to a peer crowd’s norm is motivated by extrinsic factors such as social approval and group belonging
• strong social identification –> strong adherence with group norms

Question 8

Peer crowd targeting

Answer 8

• group-based intervention, not based on network connections

Question 9

definition peer crowd

Answer 9

broader macrolevel subcultures sharing a set of behaviors, values, norms and lifestyles

• identification is a cognitive phenomenon rather than interactional process
• examples:
  - mainstream: academics, nerds, young professionals
  - elite, popular: athletes, partiers
  - alternatives; skater, goth, emo

Question 10

How peer crowd targeting helps caimpaigns

Answer 10

1. tuning in (reach target audience)
2. attending (let them pay attention)
3. liking (like and engage with message)
4. changing individual-level attitudes, social norms, self-efficacy and behavior
5. macrolevel social change

Question 11

definition social branding

Answer 11

Highly stylized marketing approach designed to appeal to the unique values and attitudes of psychographic segments, such as higher risk peer crowds, to influence positive behavior change

Question 12

aims of the social branding campagin

Answer 12

1. breaking the connection (between tobacco use and country identity)
2. associating the benefits (of living tobacco-free with country values)

Question 13

community empowerment

Answer 13

• group based intervention

- refers to the process of enabling communities to increase control over their lives.

Question 14

3 types of empowerment

Answer 14

1. structural empowerment
   - involve themselves proactively, increase connections which engages more people
2. resource empowerment
   - dependency on crisis response agencies, channel their resources such as localized info onto the platform
3. psychological empowerment
   - releases and amplifies the collective energy, emotional resilience and their sharing attracts more like-minded people