Social media research for social and behavioral change
Social media for social and behavioral change
Today, we are confronted with serious societal issues such as climate change, discrimination, and health disparities.
Research shows that knowledge, attitudes, and behaviors that impact these issues are increasingly influenced by what we see on online.
To stimulate social and behavioral change, it is important to understand the role of the digital media landscape. New Momentum is specialized in digital action research: we study societal undercurrents on social media and develop campaigns to shift knowledge, attitudes, and behaviors.
We study societal undercurrents
in digital media networks
Research
RNW Media, HIVSA (2023)
WeCare is a campaign that aimed to break the stigma on mental health among young people in South-Africa.
Research & consultancy
Municipality of Rotterdam (2020-’23)
The municipality of Rotterdam has been confronted with an upsurge of stabbing incidents among young people, allegedly linked to drill music: a hiphop genre that revolves around violence. We studied online street culture and help the municipality to shift violence-related norms with social influencers.
Academic research
Erasmus Medical Center (2020-’22)
Every child has the right to grow up in a smoke-free environment. Whether smoke-free policies can be succesfully implemented, depends on many factors – including public support. We mapped online discourses about smoking.
Research & consultancy
Ministry of Health, Welfare and Sports (2019-’21)
Today, we have the technology to edit the DNA of human embryos. But do we also want to allow this as a society? The Dutch Ministry for Health, Welfare and Sports organized the Dutch DNA Dialogues to explore this dilemma. We provided advice about facilitating online dialogues and monitored how opinions evolved.
Artistic research
Charlois Speciaal Arts Biënnale (2020-’22)
Charlois and the Stars is a multidisciplinary art project by New Momentum and visual artist Rogier Arents. We gathered almost two years of Twitter- and YouTube data to explore the stories about Rotterdam-Charlois written in the digital stars.
Digital Action Research
Erasmus University Rotterdam (2021-’22)
Research shows that children in poor neighborhoods have a higher likelihood of living unhealthily. But is this also how children see it? We empowered children from Rotterdam-Feijenoord to become peer influencers and change their neighborhood for the better.
Research
Municipality of Rotterdam (2021)
In June 2020, Rotterdam was the stage for a large protest in solidarity with the Black Lives Matter movement. Racism and discrimination are topics that have divided the city, especially on social media. We studied online conversations about discrimination in the city, major players in this debate, and the influence of trolls and bot networks.
Digital action research for
social and behavioral change
1. Digital
sociology
We map societal undercurrents on the internet.
We identify online communities, explore what they say, find influential content creators, and show the role of algorithms, bots, and trolls.
2. Strategy &
co-creation
We join the forces of online creatives to break through filter bubbles and catalyze social change.
We connect target audiences and influencers with our clients to work on game-changing media campaigns.
3. Monitoring
& evaluation
We follow how audiences respond to campaigns and measure societal impact.
We study the impact of social and behavioral change campaigns using cutting-edge methods shared with and reviewed by the academic community.
Societal friction as a
catalyst for positive change
Societies reinvent themselves over and over again. We help to understand, use and follow the role of social media.
Friction
Societal friction sets things in motion.
Momentum
Change starts once ideas break through bubbles.
Form
As new ideas are embraced, they shape the world around us.