Social & Environmental Innovation for Sustainability
Global challenges demand the orientation of research and innovation processes beyond their purely technological or economic dimensions. INGENIO aims to advance processes of social innovation, responsible research and innovation, and the development of sustainable socio-economic models that promote more inclusive societies.
16/04/2020José David Barberá Tomás - INGENIO (CSIC-UPV)
Little is known about how social entrepreneurs try to induce enactment of their cause, especially when this cause is difficult to embrace. Through a longitudinal study, we analyze how anti-plastic pollution social entrepreneurs use multimodal (visual and verbal) interactions to influence their targets and promote their cause. Our findings reveal that these social entrepreneurs use what we call “emotion-symbolic work,” which involves using visuals and words to elicit negative emotions through moral shock, and then transforming those emotions into emotional energy for enactment.