Using emotion in risk communication: The Anger Activism Model

Risk communication scholars, as well as public relations scholars and practitioners, are interested in the factors that strengthen the link between people's attitudes and their behavioral intentions. The focus of this paper is to present the Anger Activism Model. Levels of anger and efficacy can be used to formulate four distinct groups; and, these groups will predict differences in behaviors. Distinct predictions can be made about each group. The activist group feels strong anger, and strong perceptions of efficacy; they are marked by very positive attitudes regarding the topic and a willingness to engage in higher commitment behaviors. The empowered group will experience low levels of anger, and strong perceptions of efficacy. These people feel that something can be done to “fix” the issue, but they do not perceive the issue to be large. Angry audiences are distinguished by strong feelings of anger, and weak feelings of efficacy. Although the angry group have positive attitudes about the topic, they will be unlikely to intend to engage in behaviors given that they do not feel that the behaviors will facilitate change. Finally, the disinterested group is marked by weak feelings of anger and weak perceptions of efficacy. They are distinguished by having positive attitudes about the topic, but, these attitudes will not translate into behaviors. Data supporting this model is presented.