Ron Amstutz

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Human Rights Organizations as Agents of Change: When Do They Succeed and When Do They Fail?

As a key actor within the human rights transnational advocacy network, NGOs, such as Amnesty International, strive to shape individuals’ values on such contentious issues as the use of torture and to mobilize them to act on their values. While much has been written describing this advocacy work, little systematic research has been done evaluating its efficacy. We conducted archival research to identify the three most common messaging techniques employed by AI: (1) informational frames, where the focus is to educate the reader by presenting them with core facts and statistics; (2) personal frames, where a personal narrative is told with the aim of emotionally impacting the reader; and (3) motivational frames, which emphasize the reader’s agency and include a direct appeal to take action. The efficacy of each framing strategy was tested using an experimental analysis in which participants were randomly assigned to the control group (shown no campaign materials) or one of the treatment groups shown a campaign against torture featuring one of the three framing strategies. Participants were then surveyed regarding their attitudes on the use of torture and their likelihood to get involved in an anti-torture initiative. Results demonstrate that being exposed to an informational or personal narrative campaign increases one’s disapproval of the use of torture. However, none of the campaign strategies were effective at mobilizing individuals to take action. This paper bridges the gap between the advocacy and scholarly communities by empirically examining the messaging techniques commonly employed by human rights NGOs and offering suggestions for more effective campaigns

How combining framing strategies affects human rights micromobilization

Human rights organizations (HROs) frame advocacy campaigns in order to shape individuals’ values and mobilize them to act. While previous work has examined some commonly used HRO frames, we know little about how they work as most often utilized—in combination. In this experiment, participants were randomly assigned either to a control group or to treatment groups shown campaigns against sleep deprivation during interrogation featuring frames used alone or in combination. We find that effects of personal frames on action mobilization are not mitigated by the inclusion of other frames, and that human rights campaigns with multiple frames yield outcomes that are neither better nor worse than a single personal narrative of human suffering. HROs should be able to use multiple frames in combination as needed without concern

Replication Data for: "How Combining Framing Strategies Affects Human Rights Micromobilization"

Human Right Organizations [HROs] frame advocacy campaigns in order to shape individuals’ values and mobilize them to act. While previous work has examined some commonly used HRO frames, we know little about how they work as most often utilized – in combination. In this experiment, participants were randomly assigned to a control group, or to treatment groups shown campaigns against sleep deprivation during interrogation featuring frames used alone or in combination. We find that effects of personal frames on action mobilization are not mitigated by the inclusion of other frames, and that human rights campaigns with multiple frames yield outcomes that are neither better nor worse than a single personal narrative of human suffering. HROs should be able to use multiple frames in combination as needed without concern. This research was performed under College of Wooster Human Subjects Research Committee Approval HSRC 2014/04/002

Human Rights Organizations as Agents of Change: An Experimental Examination of Framing and Micromobilization Human Rights Organizations as Agents of Change: An Experimental Examination of Framing and Micromobilization

ABSTRACT: Human Right Organizations [HROs] attempt to shape individuals' values and mobilize them to act. Yet little systematic research has been done evaluating the efficacy of these efforts. We identified the three most common messaging techniques: (1) informational frames; (2) personal frames; and (3) motivational frames. We tested their efficacy using an experimental research design in which participants were randomly assigned to the control group (shown no campaign materials) or one of the treatment groups shown a campaign against sleep deprivation featuring one of these framing strategies. We then surveyed participants regarding their attitudes and their willingness to act. Results demonstrate that all three framing strategies are more effective at mobilizing consensus than action. Personal narratives are the most consistently successful, increasing individuals' sense of knowledge on the issue and their emotional reaction to the issue, leading them to reject the practice and participate in a campaign to demand its cessation

Human Rights Organizations as Agents of Change: An Experimental Examination of Framing and Micromobilization

Human Right Organizations (HROs) attempt to shape individuals’ values and mobilize them to act. Yet little systematic research has been done to evaluate the efficacy of these efforts. We identified the three most common messaging techniques: (1) informational frames; (2) personal frames; and (3) motivational frames. We tested their efficacy using an experimental research design in which participants were randomly assigned to the control group (shown no campaign materials) or one of the treatment groups shown a campaign against sleep deprivation featuring one of these framing strategies. We then surveyed participants regarding their attitudes and their willingness to act. Results demonstrate that all three framing strategies are more effective at mobilizing consensus than action. Personal narratives are the most consistently successful, increasing individuals’ sense of knowledge on the issue and their emotional reaction to the issue, leading them to reject the practice and participate in a campaign to demand its cessation