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Flipping the Script: Creating Mass Change Through Social Networking Sites

Flipping the Script: Creating Mass Change Through Social Networking Sites

Jessica Lynn Campbell
Copyright: © 2018 |Pages: 13
ISBN13: 9781522547570|ISBN10: 1522547576|EISBN13: 9781522547587
DOI: 10.4018/978-1-5225-4757-0.ch009
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MLA

Campbell, Jessica Lynn. "Flipping the Script: Creating Mass Change Through Social Networking Sites." Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption, edited by Diana Bogueva, et al., IGI Global, 2018, pp. 135-147. https://doi.org/10.4018/978-1-5225-4757-0.ch009

APA

Campbell, J. L. (2018). Flipping the Script: Creating Mass Change Through Social Networking Sites. In D. Bogueva, D. Marinova, & T. Raphaely (Eds.), Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption (pp. 135-147). IGI Global. https://doi.org/10.4018/978-1-5225-4757-0.ch009

Chicago

Campbell, Jessica Lynn. "Flipping the Script: Creating Mass Change Through Social Networking Sites." In Handbook of Research on Social Marketing and Its Influence on Animal Origin Food Product Consumption, edited by Diana Bogueva, Dora Marinova, and Talia Raphaely, 135-147. Hershey, PA: IGI Global, 2018. https://doi.org/10.4018/978-1-5225-4757-0.ch009

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Abstract

This chapter proposes to “Flip the Script” of the prescribed diet in USA today that primarily revolves around eating meat. The consumerization of the consumption of meat is pervasive in this country, and individuals are culturally constructed to believe animal proteins are essential to the human diet. Using script theory, this chapter examines social networking sites (SNSs) as channels for implementing a mass dietary change in today's society, that which excludes meat. Script theory determines that individuals use instrumental knowledge of how to understand, react, and respond to situations that are repeatedly encountered. Being ideal spaces for initiating social changes, SNSs replicate real-life situations and are platforms, whereby messages can be shared, promoted, and exchanged in a global networked public.

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