Two sides of the same coin: can campaigns generate support for both human rights and retributive violence?

Abstract

ABSTRACT Do framing strategies that are effective at encouraging pro-social behavior, such as participation in human rights campaigns, also mobilize support for violence within the same subjects? We use an experimental research design to examine individuals’ reactions to personal, humanizing narratives about past victimization. Participants are randomly assigned to one of eight treatment groups, which variously highlighted the humanity of the subject, the intensity of the past violence, and/or an evocative photograph of the subject that underscores her loss and vulnerability. We expect narratives that emphasize the subject’s humanity will encourage the audience to see the subject as innocent and as a victim, but also to feel angry about her experience. As a result, individuals will be more likely to defend the subject’s human rights, and to condone her use of retributive violence. We find that humanizing narratives lead respondents to simultaneously support a human rights appeal on the subject’s behalf and her use of retributive violence. Perceiving the subject in the narrative as innocent or as a victim mediates these effects, but anger often does not.