Social Media and Intolerance

This experimental action research pilot project, supported by the Open Society Institute (OSI), seeks to understand the impact of social media on attitudes and intolerance in Europe and explore the levers of change and influence to allow these views to be tackled in turn through social media channels.

In recognition of the complexity of the social media environment, the project is isolating two key factors – the message and the messenger – and working with the Phoenix group on a single issue to be determined in consultation with the members of this group and the OSI. The project will consist of a small-scale social media experiment to trial messaging around an agreed topic area, working in partnership with campaigns organisations. Following this experiment ISD will analyse the results, using both quantitative measures to assess attitudinal change and the spread and reach of the messages, as well as a more qualitative assessment of what did and didn’t work. A short results report setting out the findings of the experiment and the literature review will be produced, along with practical recommendations for policy makers, politicians and civil society organisations to help them understand the influence of social media on intolerance and the ways in which they can use these technologies to tackle intolerance through their own work and networks.

The report and recommendations will be launched early in 2013 and ISD is working closely with OSI to ensure the results are widely disseminated to the European parliament for practical use.