![“I don’t usually get involved in anything political
but [Change We See] just inspired me. I wanted
to be part of that, to say something positive.
There’s too much negativity, I wanted to show
people what I thought was positive… I took my
camera out and I think I must’ve taken twenty
shots, I even uploaded some under different
names, getting comments back from other
supporters really gave me a boost to get more
involved” (Karen, 34, Nurse)](https://image.slidesharecdn.com/ke2gettingtheminvolved-lilleker-120322054821-phpapp02/85/Getting-them-involved-attracting-and-empowering-supporters-2-320.jpg)
![“I don’t know anyone whose had cancer but its
serious like I know, [Mary] liked Wear it Pink so I
wondered what it was, it seemed so easy to
achieve so much, all I had to do was get a ribbon
and it was really cool seeing how many others
had them. I even spoke to a woman on the tube
as we both had one. They do events and I might
go to one next year, its just something I thought
‘yeah’ why not” (Jenny, 22, checkout operator)](https://image.slidesharecdn.com/ke2gettingtheminvolved-lilleker-120322054821-phpapp02/85/Getting-them-involved-attracting-and-empowering-supporters-7-320.jpg)
Getting them involved: attracting and empowering supporters
- 1. Getting them involved: attracting and empowering supporters Darren G. Lilleker (Bournemouth University)
- 2. “I don’t usually get involved in anything political but [Change We See] just inspired me. I wanted to be part of that, to say something positive. There’s too much negativity, I wanted to show people what I thought was positive… I took my camera out and I think I must’ve taken twenty shots, I even uploaded some under different names, getting comments back from other supporters really gave me a boost to get more involved” (Karen, 34, Nurse)
- 3. Rethinking Activism Low High Involvement Seek Blog Join Delivering Canvassing Share Offline Information GOTV Advocate Like Comment Join to Friends Online Communication is about nurturing interest, increasing involvement, building relationships, a community and mobilising
- 4. The Political Loyalty Ladder Activists Empower through connectedness. Build desire for outcomes; Make outcomes realisable Active Advocate Bring them into the organisation. Create opportunities for them to be activists Connected Forums, groups and opportunities for meets. Passive Advocate Welcome and test desire to be connected. Communicate at various levels. Information Seeker Engaging and appealing broad messages. Have clear idea of the target audience Hypermedia usage Prospect Targeted through Activists and Active Advocates. Personal Appeals using broad messages. Market-oriented brand identity
- 5. Understanding Cognition The Role of Communication The Impact on Cognition and Behaviour Creation of Positive Outcomes from Involvement (Expectancy Value) Positive Outcomes Creation of Social + Heightened Propensity Community Spirit = Norms around support to participate and alliance + (Group Think) Low Barrier to success Demonstrate value of action and reduce barriers (Foot-in-the-door) Adapted from Azjen’s Theory of Planned Behaviour
- 6. “I don’t know what I was looking for, just browsing I guess, I was wondering about the election and should I vote coz I don’t usually… I was reading the forum and wanted to answer this guy so I joined and we got chatting… I never met him but I thought I would go along to a meeting next thing I’m on this stand telling people to vote {XXX}” (Max, 28, Estate Agent)
- 7. “I don’t know anyone whose had cancer but its serious like I know, [Mary] liked Wear it Pink so I wondered what it was, it seemed so easy to achieve so much, all I had to do was get a ribbon and it was really cool seeing how many others had them. I even spoke to a woman on the tube as we both had one. They do events and I might go to one next year, its just something I thought ‘yeah’ why not” (Jenny, 22, checkout operator)