Demographics and Internet behaviors as predictors of active publics

• Published in: Public relations review Vol. 42; no. 1; pp. 82 - 90
• Main Authors: Dozier, David M., Shen, Hongmei, Sweetser, Kaye D., Barker, Valerie
• Format: Journal Article
• Language: English
• Published: Silver Spring Elsevier Inc 01.03.2016; Elsevier Science Ltd
• Subjects: Active publics; Activism; Attitude surveys; Correlation analysis; Demographics; Effectiveness; Internet; Narcotizing dysfunction; Political activism; Political participation; Political public relations; Probability; Respondents; Self-efficacy; Situational theory; User behavior; Validation studies; United States > US; Active publics; Situational theory; Political public relations; Narcotizing dysfunction; Political activism; Self-efficacy
• ISSN: 0363-8111; 1873-4537
• DOI: 10.1016/j.pubrev.2015.11.006

[Display omitted] •We explicated the concept of online political activism (OPA).•We developed a short, 4-item OPA index that is valid and reliable.•We conducted a national survey of Internet users using random digit dialing.•Those with greater OPA are older, wealthier, and more liberal.•Those with greater OPA have high Internet self-efficacy and use search engines frequently. This study explicates online political activism (OPA); provides a short, reliable, and valid index for measuring OPA; and examines correlates that predict such active publics. A national probability sample of adult American Internet users was surveyed using random digit dialing. The study found OPA is more frequent among older, wealthier, and more liberal respondents. OPA increases with Internet self-efficacy and search engine usage.