Identifying the Impacts of Social Movement Mobilization on YouTube: Social Network Analysis
This study explores the potential of social media in improving education, engagement, and mobilization for climate change initiatives. Using the theoretical framework of resource mobilization and methods such as social network analysis (SNA) and bipartite networks, it examines how effective deployme...
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| Format: | Article |
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MDPI AG
2025-01-01
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| Series: | Information |
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| Online Access: | https://www.mdpi.com/2078-2489/16/1/55 |
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| author | Norhayatun Syamilah Osman Jae-Hun Kim Jae-Hong Park Han-Woo Park |
| author_facet | Norhayatun Syamilah Osman Jae-Hun Kim Jae-Hong Park Han-Woo Park |
| author_sort | Norhayatun Syamilah Osman |
| collection | DOAJ |
| description | This study explores the potential of social media in improving education, engagement, and mobilization for climate change initiatives. Using the theoretical framework of resource mobilization and methods such as social network analysis (SNA) and bipartite networks, it examines how effective deployment of resources such as information, social capital, and organizational capabilities can help in the progression of collective movements. Social media platforms, particularly YouTube, significantly influences network structures by facilitating resource mobilization and driving essential engagement. This study extracted data from NodeXL and found that YouTube is an effective medium in disseminating climate change information and delivering educational content to a multilingual audience. Additionally, video affordances such as storytelling, audio–visual effects, and concise narratives enhance viewer interest and engagement, increasing resource mobilization effectiveness. This research offers insights into optimizing social media use for effective resource mobilization and engagement in climate change initiatives. |
| format | Article |
| id | doaj-art-1f622163fe314fa48ede24a60d9d0ff8 |
| institution | Kabale University |
| issn | 2078-2489 |
| language | English |
| publishDate | 2025-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Information |
| spelling | doaj-art-1f622163fe314fa48ede24a60d9d0ff82025-01-24T13:35:18ZengMDPI AGInformation2078-24892025-01-011615510.3390/info16010055Identifying the Impacts of Social Movement Mobilization on YouTube: Social Network AnalysisNorhayatun Syamilah Osman0Jae-Hun Kim1Jae-Hong Park2Han-Woo Park3Big Local Big Pulse Lab, Department of Media and Communications, Yeungnam University, Gyeongsan-si 38541, Republic of KoreaBig Local Big Pulse Lab, Department of Digital Convergence Business, Cyber Emotions Research Center, Yeungnam University, Gyeongsan-si 38541, Republic of KoreaDepartment of Digital Convergence Business, Yeungnam University, Gyeongsan-si 38541, Republic of KoreaBig Local Big Pulse Lab, Interdisciplinary Graduate Programs of Digital Convergence Business, East Asian Cultural Studies, Cyber Emotions Research Center, Department of Media and Communication, Yeungnam University, Gyeongsan-si 38541, Republic of KoreaThis study explores the potential of social media in improving education, engagement, and mobilization for climate change initiatives. Using the theoretical framework of resource mobilization and methods such as social network analysis (SNA) and bipartite networks, it examines how effective deployment of resources such as information, social capital, and organizational capabilities can help in the progression of collective movements. Social media platforms, particularly YouTube, significantly influences network structures by facilitating resource mobilization and driving essential engagement. This study extracted data from NodeXL and found that YouTube is an effective medium in disseminating climate change information and delivering educational content to a multilingual audience. Additionally, video affordances such as storytelling, audio–visual effects, and concise narratives enhance viewer interest and engagement, increasing resource mobilization effectiveness. This research offers insights into optimizing social media use for effective resource mobilization and engagement in climate change initiatives.https://www.mdpi.com/2078-2489/16/1/55YouTuberesource mobilization theorysocial network analysisbipartite networkclimate changesocial movements |
| spellingShingle | Norhayatun Syamilah Osman Jae-Hun Kim Jae-Hong Park Han-Woo Park Identifying the Impacts of Social Movement Mobilization on YouTube: Social Network Analysis Information YouTube resource mobilization theory social network analysis bipartite network climate change social movements |
| title | Identifying the Impacts of Social Movement Mobilization on YouTube: Social Network Analysis |
| title_full | Identifying the Impacts of Social Movement Mobilization on YouTube: Social Network Analysis |
| title_fullStr | Identifying the Impacts of Social Movement Mobilization on YouTube: Social Network Analysis |
| title_full_unstemmed | Identifying the Impacts of Social Movement Mobilization on YouTube: Social Network Analysis |
| title_short | Identifying the Impacts of Social Movement Mobilization on YouTube: Social Network Analysis |
| title_sort | identifying the impacts of social movement mobilization on youtube social network analysis |
| topic | YouTube resource mobilization theory social network analysis bipartite network climate change social movements |
| url | https://www.mdpi.com/2078-2489/16/1/55 |
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