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Studies from several countries suggest that COVID-19 vaccination rates are lower among migrants compared to the general population. Urgent calls have been made to improve vaccine outreach to migrants, however, there is limited evidence on effective approaches, especially using social media. We assessed a targeted, low-cost, Facebook campaign disseminating COVID-19 vaccine information among Arabic, Turkish and Russian speakers in Germany (N = 888,994). As part of the campaign, we conducted two randomized, online experiments to assess the impact of the advertisement (1) language and (2) depicted messenger (government authority, religious leader, doctor or family). Key outcomes included reach, click-through rates, conversion rates and cost-effectiveness. Within 29 days, the campaign reached 890 thousand Facebook users. On average, 2.3 individuals accessed the advertised COVID-19 vaccination appointment tool for every euro spent on the campaign. Migrants were 2.4 (Arabic), 1.8 (Russian) and 1.2 (Turkish) times more likely to click on advertisements translated to their native language compared to German-language advertisements. Furthermore, findings showed that government representatives can be more successful in engaging migrants online compared to other messengers, despite common claims of lower trust in government institutions among migrants. This study highlights the potential of tailored, and translated, vaccination campaigns on social media for reaching migrants who may be left out by traditional media campaigns.
Studies from several countries suggest that COVID-19 vaccination rates are lower among migrants compared to the general population. Urgent calls have been made to improve vaccine outreach to migrants, however, there is limited evidence on effective approaches, especially using social media. We assessed a targeted, low-cost, Facebook campaign disseminating COVID-19 vaccine information among Arabic, Turkish and Russian speakers in Germany (N = 888,994). As part of the campaign, we conducted two randomized, online experiments to assess the impact of the advertisement (1) language and (2) depicted messenger (government authority, religious leader, doctor or family). Key outcomes included reach, click-through rates, conversion rates and cost-effectiveness. Within 29 days, the campaign reached 890 thousand Facebook users. On average, 2.3 individuals accessed the advertised COVID-19 vaccination appointment tool for every euro spent on the campaign. Migrants were 2.4 (Arabic), 1.8 (Russian) and 1.2 (Turkish) times more likely to click on advertisements translated to their native language compared to German-language advertisements. Furthermore, findings showed that government representatives can be more successful in engaging migrants online compared to other messengers, despite common claims of lower trust in government institutions among migrants. This study highlights the potential of tailored, and translated, vaccination campaigns on social media for reaching migrants who may be left out by traditional media campaigns.
“Embodied Practices – Looking From Small Places” is an edited transcript of a conversation between theatre and performance scholar Sruti Bala (University of Amsterdam) and sociologist, criminologist and anthropologist Dylan Kerrigan (University of Leicester) that took place as an online event in November 2020. Throughout their talk, Bala and Kerrigan engage with the legacy of Haitian anthropologist Michel-Rolph Trouillot. Specifically, they focus on his approach of looking from small units, such as small villages in Dominica, outwards to larger political structures such as global capitalism, social inequalities and the distribution of power. They also share insights from their own research on embodied practices in the Caribbean, Europe and India and answer questions such as: What can research on and through embodied practices tell us about systems of power and domination that move between the local and the global? How can performance practices which are informed by multiple locations and cultures be read and appreciated adequately? Sharing insights from his research into Guyanese prisons, Kerrigan outlines how he aims to connect everyday experiences and struggles of Caribbean people to trans-historical and transnational processes such as racial capitalism and post/coloniality. Furthermore, he elaborates on how he uses performance practices such as spoken word poetry and data verbalisation to connect with systematically excluded groups. Bala challenges naïve notions about the inherent transformative potential of performance in her research on performance and translation. She points to the way in which performance and its reception is always already inscribed in what she calls global or planetary asymmetries. At the conclusion of this conversation, they broach the question: are small places truly as small as they seem?