Targeted appeals: online social movement frame packaging and tactics customized for youth

Abstract

ABSTRACT Tailoring messages and calls-to-action to demographic subgroups could give social movement organizations an edge in recruitment and mobilization efforts. But do they engage in this strategy? We analyze the content of 70 social movement organizations’ websites, across seven different issue sectors, to determine the presence and form of customized, age-tailored material across the youth spectrum: children, teens, and young adults. We find that many organizations disseminate youth-targeted website content, and they are creative in the ways they do so. Analysis indicates organizations use customized frame packaging, defined as the act of tailoring the presentation of the frame for a specific audience, as well as tactic customization, defined as action opportunities designed for a specific demographic subgroup. Frame packaging strategies include fun, easy-to-read material for youth and reaching youth through education materials. Customized tactics include attempts to empower youth to be the drivers of action and to gain access to arenas that otherwise may be hard to breach (i.e., schools).