Keeping the Humanity in E-Advocacy

The possibility of making an emotional connection drives the uptake and dissemination of online content by readers, according to a recent study conducted by the University of Pennsylvania based on data from the New York Times website.  In particular, awe-inspiring or transcendent content, like science articles, was most likely to be shared by readers with friends or other contacts – even more so than anxiety-laden, fear-based content, which is often perceived as the ‘go-to’ angle for journalists and other communicators operating in our so-called ‘culture of fear’.

So, what does this mean for AIDS advocates looking to get their message out?   

While the data only technically describe the New York Times’ online audience, there are deeper lessons to be learned.  Email addresses, user names and databases all contain information that, ultimately, connect us to real people.  We need to remember to be inspirational and keep readers connected to the big ideas, while also staying  grounded in the smaller-scale actions and info that brings the broader vision into reality.

Read more at the New York Times.