Superpromoters: summary of a literature study
(full text only available in Dutch)
- Helsloot, I., Scholtens, A.
- Crisislab , WODC
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The government in the Netherlands is seeking new ways of getting its message across as cogently as possible. This is particularly true in situations in which the message is an ‘activating' or motivational one – that is, a message calculated to persuade people to act in a manner desired by the government, e.g. as part of dealing with a risk or crisis situation. To gain a picture of the opportunities and threats associated with the use of ‘superpromoters of government policy’, a literature study was conducted into the effects of employing superpromoters in risk and crisis communication.
A Superpromotor of government policy is an individual who on the basis of their own intrinsic motivation disseminates a government standpoint within theri own social network, where their views may by expected to have cogency.