ENERGIZING THROUGH VISUALS: HOW SOCIAL ENTREPRENEURS USE EMOTION-SYMBOLIC WORK FOR SOCIAL CHANGE

• 成果类型: Article
• 署名作者: Barbera-Tomas, David; Castello, Itziar; de Bakker, Frank G. A.; Zietsma, Charlene
• 署名单位: Consejo Superior de Investigaciones Cientificas (CSIC); Universitat Politecnica de Valencia; CSIC-UPV - Instituto de Gestion de la Innovacion y del Conocimiento (INGENIO); University of Surrey; Universidad Carlos III de Madrid; IESEG School of Management; Universite Paris Cite; Centre National de la Recherche Scientifique (CNRS); CNRS - Institute for Humanities & Social Sciences (INSHS); Pennsylvania Commonwealth System of Higher Education (PCSHE); Pennsylvania State University; Pennsylvania State University - University Park
• 刊物名称: ACADEMY OF MANAGEMENT JOURNAL
• ISSN/ISSBN: 0001-4273
• DOI: 10.5465/amj.2017.1488
• 发表日期: 2019
• 页码: 1789-1817
• 关键词: climate-change; ANIMAL RIGHTS; compassion; strategies; heart; persuasion; legitimacy; management; images; POWER

摘要

Little is known about how social entrepreneurs try to induce enactment of their cause, especially when this cause is difficult to embrace. Through a longitudinal study, we analyze how anti-plastic pollution social entrepreneurs use multimodal (visual and verbal) interactions to influence their targets and promote their cause. Our findings reveal that these social entrepreneurs use what we call emotion-symbolic work, which involves using visuals and words to elicit negative emotions through moral shock, and then transforming those emotions into emotional energy for enactment. The emotional transformation process entails connecting target actors to a cause, a collective identity, and the social entrepreneurs themselves. Our exploration of emotion-symbolic work offers new ways of seeing by emphasizing the use of multimodal interactions to affect emotions in efforts to influence target actors to enact a cause.