See It, Feel It, and Act on It
Abstract
As social media (SM) emerges as a powerful platform for design activism, visual representation plays a crucial role in shaping user engagement and behavioral intention. This study first identified and categorized five types of visual representation frequently observed in SM-based design activism—aesthetic emphasis, the data-centric approach, intense visual impact, metaphorical expression, and textual emphasis—through a literature review and case study analysis. Based on these categories, the study investigated how each type influences user engagement on SM, utilizing a mixed-methods approach that combined an online survey (n = 500) and semi-structured interviews (n = 10). The survey, grounded in the norm activation model (NAM) and pro-environmental behavior intention (PEBI) framework, assessed user responses to each content type in an Instagram-like setting. The findings indicate that intense visual impact yielded the highest recall and engagement, although some participants showed avoidance due to graphic imagery. Metaphorical expression proved effective at fostering emotional connection without overwhelming viewers. Aesthetic emphasis was visually appealing but perceived by some as lacking urgency. The data-centric approach delivered clarity through data but offered limited emotional resonance. Textual emphasis ensured message clarity but struggled to capture attention without supporting visuals. These results offer practical insights into the strategic use of visual content in SM-based design activism and underscore the importance of balancing emotional appeal and message clarity to enhance user engagement.