RHETORICAL FORM, EMOTIONS, and MOBILIZATION POTENTIAL in the MOVEMENT against SEXUAL ASSAULT and DOMESTIC VIOLENCE*

Abstract

Although social movement scholars are interested in social movement messaging, we know very little about how rhetorical form impacts viewer response. In this article, we use experimental methods to explore how rhetorical forms and the emotions they inspire help generate mobilization potential in the movement to end sexual assault and domestic violence. We explore these issues using a powerful randomized pre-test/post-test experimental design examining the effect of personal statements and data on sexual assault and domestic violence. Results suggest that both invoke a range of emotions and are effective at generating an increased interest in participating in protest and educational events. Those who react with disgust are more likely to have an increased potential for protest, while those who experience sadness show an increased interest in participating in an educational event. This study contributes to a growing literature on the roles of rhetorical form and emotion in generating mobilization potential.