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The Pennsylvania State University The Graduate School College of Communications EXPLORING AN UNDERDOG CAUSE: WHAT HINDERS OR MOTIVATES PARTICIPATORY BEHAVIOR IN ANIMAL ADVOCACY A Dissertation in Mass Communications by Rachel Ruben © 2012 Rachel Ruben Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy August 2012 The dissertation of Rachel Ruben was reviewed and approved* by the following: Denise Bortree Assistant Professor, Advertising/Public Relations Dissertation Adviser Marie Hardin Associate Professor, Journalism Associate Dean for Undergraduate and Graduate Education Associate Director for Research, John Curley Center for Sports Journalism Chair of Committee Colleen Connolly-Ahern Associate Professor, Advertising/Public Relations Michelle Miller-Day Associate Professor, Communication Arts and Sciences Faculty Affiliate with the Center for Human Development and Family Research *Signatures are on file in the Graduate School. ii ABSTRACT The animal advocacy movement struggles to implement extensive improvements to animal conditions. In order to achieve its goal of increased animal protection, this movement must recruit a greater number of active supporters. This requires a thorough grasp of the activation and continued participatory experiences of existing animal advocates. In this dissertation, I conducted interviews and a focus group with 24 existing animal advocates to learn how they initially became involved; the nature of their perceived challenges with participation; how they surmount these obstacles; how they sustain motivation to act; what may deter them from action; which outreach communication tactics they find most effective/ineffective; and their impressions of the animal advocacy movement, its organizations, its communication strategies, and its terminology. From this data, I learned the factors that motivate initial involvement; the factors that help advocates to sustain their motivation to participate; and that impressions of the animal advocacy movement, its organizations, and its outreach communication can positively or negatively affect participation. Participants especially indicate the importance of focusing on hope and positivity in all contexts of their involvement, the value of social support, and the influence of communications on their experience. This study begins to contribute to the surprising dearth of literature about animal advocacy. To this end, I consider how situational theory of publics can be more directly applied to animal advocacy research. Additionally, I intend for my findings to be applicable for animal advocacy organizations. By understanding the factors that inform the initial action, continued motivation, and related perspectives of existing animal advocates, animal advocacy organizations can increase effectiveness of outreach communication and develop efficient means to engage non-active animal lovers. iii TABLE OF CONTENTS Chapter 1. INTRODUCTION ......................................................................1 Participants equal power: the importance of increasing involvement .........3 Defining animal advocacy............................................................................5 Defining prosocial behavior .........................................................................6 Contributing to the understanding of animal advocacy ...............................6 Research questions............................................................................7 Research goals: application of findings...........................................8 Chapter 2. LITERATURE REVIEW ...........................................................9 Social movements ........................................................................................9 Background and definitions ...........................................................10 How social movements use communications ............................................11 The purpose of public outreach ......................................................12 How social movements use media to reach publics: methods of transmission and media channels ...................................................12 Motivation for involvement: persuasion by organization/movement..................................................................14 Two-step flow: an alternative to direct reliance upon media or organizations for influence ........................................................................14 Celebrities as opinion leaders ........................................................17 Applying existing literature to inform new research .................................18 Useful prosocial literature ..............................................................18 Self-efficacy as a determinant of prosocial behavior .................................20 Other factors that impact motivation to participate in advocacy ...............22 Existing advocates: what keeps them motivated ......................................28 Motivations for continued donor and volunteer behaviors ............28 Other factors that sustain motivation to participate .......................29 Bolstering the motivation of existing advocates ............................30 Segmenting audiences ................................................................................33 Audience segmentation theory: situational theory of publics .......33 Tenets of the situational theory of publics..........................34 How situational theory of publics has been studied in the literature..............................................................................38 A similar alternative to situational theory of publics...........40 Practical applications for advocate audiences........................................... 40 Application of situational theory of publics...................................40 Application of branding literature ..................................................41 Application of advertising appeal literature ...................................42 iv Gaps in the literature: how my study will contribute ................................47 Research questions .........................................................................48 Chapter 3. METHODS...............................................................................49 Personal interest..........................................................................................49 Research goals ...........................................................................................52 Unit of analysis ..............................................................................53 Operationalizing ―animal advocacy‖ .............................................53 Operationalizing the concepts of situational theory of publics ......54 Methods of data collection .........................................................................56 Rationale for choosing to conduct interviews ................................56 Use of the responsive interviewing model .....................................58 Procedures..................................................................................................63 Process of recruitment: interviews ................................................63 Process of recruitment: focus group .............................................64 Research site ..................................................................................65 Interview questions ........................................................................65 Stimulus materials ..........................................................................66 Conducting the interviews and focus group...................................70 Member-checking ..........................................................................77 Methods of analysis ...................................................................................79 Validity Issues. ...........................................................................................87 Enhancing trustworthiness .............................................................87 Addressing bias and reactivity .......................................................88 Ethical issues... ...........................................................................................91 Chapter 4. RESULTS.................................................................................92 Research goals ...........................................................................................92 Participant characteristics ..........................................................................92 Participant demographics ...............................................................92 Discussion of themes .................................................................................96 Research Question 1 ......................................................................97 Initial action as a function of natural sensitivities .............97 Naturally drawn to animals: sympathy/empathy ..98 Receptiveness to outreach communication about animal treatment...............................99 Exposure to animals leads to advocacy ...103 Filling emotional voids ........................................108 Parallel interests and caretaking careers ..............110 v The reality of timing: how amount of free time affects participation...............................................113 Animal advocacy on the radar...................115 Learning involvement from other animal lovers: exposure, guidance, and support........................................................117