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Energizing through Visuals: How Social Entrepreneurs Use Emotion-Symbolic Work for Social Change

Barberá-Tomás, David, Castello Molina, Itziar, de Bakker, Frank G.A. and Zietsma, Charlene (2019) Energizing through Visuals: How Social Entrepreneurs Use Emotion-Symbolic Work for Social Change Academy of Management Journal.

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Energizing through visuals - Barbera Castello de Bakker Zietsma AMJ2019.pdf - Accepted version Manuscript
Restricted to Repository staff only until 10 July 2020.

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We know little about how social entrepreneurs try to induce enactment of their cause, especially when this cause is difficult to embrace. Through a longitudinal study, we analyze how anti-plastic pollution social entrepreneurs use multimodal (visual and verbal) interactions to influence their targets and promote their cause. Our findings reveal that these social entrepreneurs used what we call emotion-symbolic work, which involved using visuals and words to elicit negative emotions through moral shock, and then transforming those emotions into emotional energy for enactment. The emotional transformation process entailed connecting target actors to a cause, a collective identity and the social entrepreneurs themselves. The exploration of emotion-symbolic work offers new ways of seeing by emphasizing the use of multimodal interactions to affect emotions in efforts to influence target actors to enact a cause.

Item Type: Article
Divisions : Faculty of Arts and Social Sciences > Surrey Business School
Authors :
Barberá-Tomás, David
Castello Molina,
de Bakker, Frank G.A.
Zietsma, Charlene
Date : 9 July 2019
DOI : 10.5465/amj.2017.1488
Copyright Disclaimer : Copyright © 2019 Academy of Management
Depositing User : Clive Harris
Date Deposited : 26 Jul 2019 08:43
Last Modified : 26 Jul 2019 08:43

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