The Social Media Participation Model: A Goal Systems Theory Perspective

• In Event: Social Media, Political Mobilization, and Participation

Abstract

Social media provide entirely new ways for citizens to become politically engaged. Accordingly, the study of social media and political participation has been rapidly expanding over the past years. Although the majority of studies suggests that the use of social media can promote various forms of political participation, there is a lack of theorizing about the precise psychological processes behind a potential relation between the two of them. This paper attempts to fill this gap by suggesting and discussing a Social Media Participation Model (SMPM). Taking a goal systemic perspective, the model specifies a set of interrelated processes that need to be realized so that social media use affects political participation. Furthermore, key contingent conditions are outlined and insights into fostering political participation are offered. The article, finally, explains ways of testing the model with surveys and experiments. Implications for research on social media and political participation are discussed.

Authors

• Johannes Knoll, University of Vienna

• Jorg Matthes, U of Vienna

• Raffael Heiss, University of Vienna