Nerino Valentina
Interdisciplinary Centre for Gender Studies (ICFG), University of Bern, Bern, Switzerland.
Department of Sociology, University of Trento, Trento, Italy.
Front Sociol. 2023 Jul 11;8:1170447. doi: 10.3389/fsoc.2023.1170447. eCollection 2023.
Evidence concerning the proliferation of propaganda on social media has renewed scientific interest in persuasive communication practices, resulting in a thriving yet quite disconnected scholarship. This fragmentation poses a significant challenge, as the absence of a structured and comprehensive organization of this extensive literature hampers the interpretation of findings, thus jeopardizing the understanding of online propaganda functioning. To address this fragmentation, I propose a systematization approach that involves utilizing Druckman's Generalizing Persuasion Framework as a unified interpretative tool to organize this scholarly work. By means of this approach, it is possible to systematically identify the various strands within the field, detect their respective shortcomings, and formulate new strategies to bridge these research strands and advance our knowledge of how online propaganda operates. I conclude by arguing that these strategies should involve the sociocultural perspectives offered by cognitive and cultural sociology, as these provide important insights and research tools to disentangle and evaluate the role played by supra-individual factors in the production, distribution, consumption, and evaluation of online propaganda.
有关社交媒体上宣传内容扩散的证据，重新激发了科学界对说服性传播实践的兴趣，催生了蓬勃发展但又相当分散的学术研究。这种碎片化构成了一项重大挑战，因为缺乏对这一广泛文献的结构化和全面组织，阻碍了对研究结果的解读，从而危及对在线宣传运作方式的理解。为解决这一碎片化问题，我提出一种系统化方法，即利用德鲁克曼的广义说服框架作为统一的解释工具来组织这项学术工作。通过这种方法，可以系统地识别该领域内的不同脉络，发现它们各自的不足，并制定新策略来弥合这些研究脉络，增进我们对在线宣传运作方式的认识。我在结论中指出，这些策略应涉及认知和文化社会学提供的社会文化视角，因为这些视角能提供重要的见解和研究工具，以厘清和评估超个体因素在在线宣传的制作、传播、消费和评估中所起的作用。
