I. Introduction – Social Media and antigypsyism attitude
Anti-Roma sentiment on social media is a variation of antigypsyism that has emerged recently with the evolution of social media platforms and their widespread use. Consequently, documentation of this concept is far from sufficient, but there are various statistics concerning user behavior on social media regarding reactions towards the Roma community. Among the authors documenting antigypsyism, both in general aspects and specifically in relation to social media, are Valeriu Nicolae (journalist), the Alliance Against Antigypsyism (an occasional community of relevant actors in Europe publishing various joint documents under this alliance), and Huub van Baar (University of Giessen).
The general perception of the phenomenon denotes a widespread acceptance of racism against various Roma groups in contemporary society. Antigypsyism is deeply rooted in socio-cultural attitudes and institutional practices[1]. Thus, social media has become a reflection of human behavior, including this specific characteristic. Free access to the internet comes with the enhancement of freedom of expression, thus all aspects of real society have found a reflection in the online environment, including the anti-Roma side of society. Daily, social media platforms are places where individuals with anti-Roma beliefs can express their opinions and create communities, facilitating dialogue.
Locally, in Romania, anti-Roma tendencies on social media have been widely expressed over time both by generic individuals and public figures, including policymakers. In a post on the Facebook platform, then serving as a Member of the Romanian Parliament, Florin Roman declared the following:
“I’m coming back from Paris. Flying with Wizz AIR, where they take priority into account. Among the passengers, there are many Gypsies, because I don’t call them Roma. It’s nonsense that the word Roma is assimilated with Romania. They know their role well: all with children in tow, in the ‘priority’ line. As one lady said: 5 children and 15 adults, with ‘priority’! Isn’t the amendment good: refuse a job, no longer receive social assistance?”
This type of post is common across many different social media platforms, both locally and internationally. These posts shape public opinion against the Roma community, generally relying on stereotypes. In the example above, the policymaker misleads readers by suggesting that the term “Roma” is related to the name of the country “Romania.”
Social media can be a useful tool for reducing social inequalities, but the effectiveness of this attribute is directly proportional to the users’ ability to interact with new and different people. Just as human nature in the offline world is to group with like-minded individuals, this tendency is also observed in social media. We know that the internet’s potential to transform social networks to reduce structural inequality largely depends on people’s ability to use it to make new connections[2]. Thus, combating anti-Roma sentiment on social media is intrinsically linked to the penetration of awareness campaigns into mainstream social media spaces and bringing majority individuals into social media circles dedicated to raising awareness.
II. Defining the main concepts
Regarding the definition of the concept of social media, there is a variety of opinions in establishing its general characteristics. In the paper “Users of the world, unite! The challenges and opportunities of Social Media,” the authors discuss the importance of understanding the terms “Web 2.0” (a highly debated ideological concept in the literature designating the second generation of the web, mainly characterized by the modernization of communication systems) and “User Generated Content (UGC)” as related elements that underpin the definition[3]. Thus, the paper defines social media as a group of internet-based applications built ideologically and technologically on the Web 2.0 concept, allowing the creation and exchange of user-generated content.
This definition is categorized as problematic in the paper “Defining, developing, & divining social media,” where the authors note the possibility of its applicability to certain communication technologies, such as email, which do not consider “the unique technological and social advantages that distinguish social media”[4]. This issue is also identified in the definition proposed by Bobbi Kay Lewis, who refers to social media as a term used “for digital technologies that allow people to connect, interact, produce, and share content”[5] . For reference, this article will be based on the definition propsend by Carr & Hayes: Internet-based, disentrained, and persistent channels of masspersonal communication facilitating perceptions of interactions among users, deriving value primarily from user-generated content.
In 2009, Rice, R. E., and Atkin, C. K., in an attempt to adapt and extend a definition offered by Rogers and Storey in 1987 regarding awareness campaigns (referred to as public communication campaigns), managed to provide an exhaustive definition of the phenomenon, as follows: “Awareness campaigns can be broadly defined as intentional efforts to inform, persuade, or motivate behavior change in a relatively well-defined and broad audience, generally for non-commercial benefits to individuals and/or society at large, usually over a specific period of time, through organized communication activities involving mass media and often supplemented by interpersonal support.”[6]
III. Worldwide key social media marketing practices
a) The use of hashtags. A constant feature of awareness campaigns is the creation of a unique hashtag that serves as a tool for individualizing a topic, becoming a primary element of identification. Many authors believe that this tool underpins the indexing and identification of a specific social media element, simplifying the individual search process[7]. The #MeToo campaign quickly built a network of individuals affected by the discussed issue through the use of this short, impactful, and easily memorable and recreatable hashtag.
b) The use of emotionally impactful media elements. All the aforementioned campaigns utilized emotionally impactful images or videos in their communication efforts. Generating emotions directly influences the virality of a topic, as people discuss emotional experiences within their social circles about the prominent individuals, creating “word-of-mouth” publicity[8]. In the #BlackLivesMatter campaign, revived in public attention by the killing of George Floyd, media elements from the moment of the killing were used, as well as media elements with artistic reconstructions related to the aforementioned moment.
c) Influencer Marketing. In a 2017 study, certain authors defined influencer marketing as the online equivalent of “word-of-mouth” tactics. The generally accepted definition among authors is “a type of marketing that focuses on using key leaders to spread a brand’s message to a larger market”[9]. Awareness campaigns have generally adopted this technique, using specific online audience leaders to convey their message. The Ice Bucket Challenge is a notable example of this trend, leveraging individuals with established follower bases to use their influence to encourage others to participate in the campaign, such as Bill Gates joining the challenge.
IV. Hypothesis of the Present Article
The present work aims to analyze how certain current social media communication techniques used in reactive anti-Roma sentiment campaigns influence the outcomes of these campaigns, both in terms of social media impact and public perception of the phenomenon. I will argue that the relevance of the marketing techniques employed is a vital component in determining the impact and virality of posts within an informative reactive campaign.
Additionally, a secondary objective of this work is to identify the main differences in approaches when developing a promotional strategy for public institutions, non-governmental organizations, and independent activists. The approach of these three types of message senders may vary depending on the target audience, established visual identity, and applicable legislation relevant to the entity and/or specific activity.
Given that the topic of anti-Roma sentiment is complex and encompasses a variety of approaches, awareness campaigns are not uniform and cover a range of issues related to ethnic discrimination. Therefore, this work will focus on a specific aspect within this broad field, namely the social media approach to awareness campaigns regarding affirmative measures for Roma student enrollment in higher education institutions in Romania.
Thus, the questions raised are:
- Does the application of current marketing techniques have a positive effect on the impact of anti-Roma awareness campaigns?
- What are the most effective promotion methods for reactive anti-Roma sentiment awareness campaigns?
The data used in the empirical section include both quantitative and qualitative types. Quantitative data are represented by statistical data extracted from Facebook and Instagram for posts where the discussed techniques have been applied. This includes metrics such as impact, unique views, reactions, comments, and shares on Facebook, as well as impact metrics such as accounts (followers/non-followers), views, and interactions on Instagram. Qualitative data are represented by the actual comments left by users on these posts, which are then classified based on whether the messages conveyed are positive or negative.
The primary research method used in this study to understand the effectiveness of marketing techniques is the “experimental method.” Three different experiments were conducted for each type of campaign sender (public institution, non-governmental organization, independent activist). The experimental design used is of the “Before-After, Without Control” type, focusing on comparing a post with average results created within a calendar year (P0) and a new post that adheres to the mentioned marketing techniques (P1), for each category of sender.
The experimental independent variable used for the present experiment, both for Facebook and Instagram posts across all categories of senders, is the use of communication tools such as “Hashtags” and “Emotional Impact.” For the “non-governmental organization” and “independent activist” categories, the technique of “Influencer Marketing” will also be employed.
V. The experiment
A. Public institution
To conduct the experiment involving public institutions, assistance was sought from the National Contact Point for Roma (PNCR). According to the PNCR website, “The National Contact Point for Roma (PNCR) is responsible for coordinating national efforts to improve the situation of Romanian citizens belonging to the Roma minority, engaging in the evaluation and monitoring process of the progress made in implementing the Romanian Government’s Strategy for the inclusion of Roma citizens, reporting these to the European Commission, and making proposals for adapting and revising the Strategy.”[10]
The text is crafted in accordance with current legislative norms and the methodology required for posts by institutions of the Romanian Government. It is impersonal, characterized by rigor and clear information, starting with a historical fact intended to capture attention by specifying the exact year of implementation of affirmative measures for Roma students, thereby piquing curiosity and encouraging the reader to engage with the entire text. The body of the text addresses certain myths related to special places for Roma students, presented in a schematic format for ease of follow-up. Additionally, there are many blank lines to avoid an overly cluttered appearance. A simple, memorable hashtag is also included, providing an identity for the awareness campaign and encouraging readers to share their own experiences related to special places for Roma students, thus helping to viralize the subject.
The photograph employs the technique of “emotional impact.” The image features a composition in which the main character is dressed in stereotypical Roma attire, augmented by a graduation cap to shock the audience through its stereotypical incongruity. The character is seated directly on the ground to convey familiarity to the viewer, and has a subtle smile. They are accessorized in a stereotypical manner with a metal earring in the left ear and a gold ring on the pinky finger of the left hand. The background depicts a disadvantaged urban environment, hinting at the possible origin of the character. The artwork conveys hope through the character’s achievement of graduating despite stereotypes. The graphic text carries a positive tone, aiming to inspire Roma youth to embrace their ethnicity and encourage them to pursue higher education. Additionally, the graphic includes a hashtag “#” to facilitate the viral spread of the message. The colors chosen for the graphic text are inspired by the character’s attire, contrasted with simple white to capture attention. Another attention-grabbing element is the chosen font, which has an imposing character that stands out and perfectly complements the message.
The results generated by the post are confidential for the Ministry of Investments and European Projects. However, the estimated impact reported in terms of likes is approximately 3,000 unique individuals who viewed the post. The actual number of reactions includes 187 likes, 2 comments, and 3 shares. Considering the presented data, since the experimental post has a higher effective value compared to the report post, we can affirm that the applied promotion methods and techniques for the aforementioned post are effective. The results are approximately 1,527.27% higher than the most successful previous post.
B. NGO
To conduct the experiment involving a non-governmental organization, assistance was sought from the Agenția Împreună. According to the organization’s website, “The mission of the Agency is focused on preserving and affirming the Roma identity through research, documentation and dissemination, and the development and implementation of social policies for the benefit of the Roma.”
For the campaign conducted on behalf of the organization, a series of graphic materials were created for an Instagram carousel post. The graphics, integrated into a single post and arranged in a correct sequence, provide a continuous visual narrative designed to maintain the viewer’s attention and arouse curiosity, encouraging them to engage with the entire material.The colors used in the post are darker variants of the main colors from the Agenția Împreună logo. These shades are chosen to integrate seamlessly with both the “light” and “dark” modes of the Instagram Mobile interface.
The first imagesets the stage for the issue with impactful font and text entirely in uppercase. The familiar language used creates direct empathy with the reader. The image includes two paperclips and an eraser, symbolizing education and evoking a nostalgic school atmosphere, thereby enhancing empathy. The Agenția Împreună logo is prominently displayed to ground the NGO’s visual identity. Graphical elements such as arrows guide the viewer to the next tabe s, complemented by text that informs about additional images, encouraging the reader to swipe further.
The second image continues the visual theme from the first image. It features a photograph that employs the technique of “emotional impact.” The portrait of me as the message sender, recognized by the audience as an independent activist, contrasts traditional Roma attire with graduation cap, challenging preconceived notions about Roma education. The accompanying text introduces concrete information about the topic and uses keywords highlighted in a distinct color for emphasis.
The third image concludes the first visual element with a directional arrow, reminding viewers that there is another image to follow. Informative text continues in the style of the previous image. Educational elements such as three paperclips reappear, and a new graphic element resembling a file on a desk is introduced. For the first time, the hashtag #STUDENTROM is featured, drawing attention to the broader campaign and creating a media identity.
The final image reverses the color scheme and focuses on calls to action. Texts encourage readers to interact with the post and the organization’s account. The ONG logo is again included to reinforce the association of the campaign with its initiator. The predominant text is written in a familiar style to ensure the message remains simple and easily retained.
Together, the images maintain reader interest through dynamic and varied elements while keeping the overall design straightforward and engaging throughout the visual experience.
The effective impact generated by the post, represented by the number of unique accounts that viewed the post at least once, is 4,478, with 86% of this figure coming from accounts that do not follow the profile. The total number of impressions, which can be generated by the same accounts multiple times, is 4,887. The post received 805 likes, and there were no comments, indicating that the post did not extend beyond the audience already sympathetic to the subject. The data are obtained from Instagram’s statistics feature.
Taking into account the provided data, and considering that the experimental post has a higher effective value than the report post, we can assert that the marketing methods and techniques applied to the aforementioned post are effective, with results being approximately 689.69% higher.
C. Independent activist
To assess the impact I intended to generate as an independent activist, I utilized my personal social media pages under the name Alex Stan. On these platforms, I shared posts that combined photos and text, using a style similar to those employed by other types of communicators for consistency and comparability. Additionally, I leveraged the freedom that comes with independent communication, a key benefit of this approach, to create a range of short videos addressing similar themes. These videos, designed specifically for TikTok, allowed me to engage directly with audiences in a more dynamic and relatable way, helping to expand the campaign’s reach and resonance on social media.
The text is crafted in a familiar manner to foster empathy between the reader and the message issuer, presenting them as a person with human qualities. It begins with a striking sentence that leverages the controversial nature of the subject to capture the reader’s attention and encourage them to read the entire text. As with previous emitters’ approaches, the body of the text addresses myths related to special places for Romani people, written in a schematic format for easy readability. It includes ample white space to avoid appearing too dense. Additionally, a simple, memorable hashtag is used to give the campaign an identity, encouraging readers to share their own experiences related to special places for Romani people.
The photograph employs the “emotional impact” technique. It features a portrait of me as an independent activist known to the audience. The attire I am wearing plays on the incorrect perception of the Romani people’s educational level, creating a stark contrast between the traditional red Romani shirt and the graduation cap, challenging preconceived notions. The background of the photo is chosen to convey a sense of impoverished origin for the protagonist, with old, crumbling buildings, puddles, and a dark color palette, enhancing empathy for the subject. The protagonist in the photograph fits the typical Romani stereotype in the collective mindset: tall, with olive skin, dark hair, facial hair, and accessories. The body position invites contemplation, with the hand on the chin suggesting concern despite the achievement of graduation. The facial expression conveys worry, aiming to express the fear stemming from the discrimination faced.
The effective impact generated by the post, represented by the number of unique accounts that saw the post at least once, is 10,417, of which approximately 85% were generated by accounts that do not follow the profile. General impressions, which can include multiple views by the same accounts, total 11,804. The post received 3,206 likes and 58 comments (over 400% more than the reference post). These data are sourced from the Instagram statistics feature.
On Facebook, the effective impact generated by the post, represented by the number of unique accounts that have seen the post at least once, is 294,775. The total impressions, which include repeated appearances by the same accounts, are 309,080. The post received approximately 11,200 likes, 1,200 comments, and 509 shares (over 3500% more than the reference post). These data are taken from the statistics option provided by Facebook.
VI. Conclusions – Answering the questions
a) Do current marketing techniques have a positive effect on the impact of anti-Roma awareness campaigns? Considering the results obtained from the communication methods used in the campaign, a considerable increase in impact was observed. Although the differences between communicator types were also significant, all results improved compared to the initial posts made before implementing the described communication techniques. The communication techniques were effective, though each worked in a different way.
b) What are the most effective methods for promoting reactive awareness campaigns against anti-Roma sentiment? In a society where marketing is fundamental to any commercial activity and in a world characterized by a free market, the promotion methods developed by experts are becoming increasingly diverse. Although each promotional campaign has specific needs and objectives, this study seeks to identify certain generally applicable techniques for combating anti-Roma attitudes in the online environment in Romania. Based on the data gathered in the experiment, each type of communicator has unique characteristics that directly influence the effectiveness of specific communication methods. However, the most significant increases in the impact of social media posts came from involving various influencers or public figures in spreading the message. While the hashtag helped build a community around the campaign, it did not reach new audiences and had the least impact on promoting the campaign’s message. It’s also noteworthy that the communication style using independent activists proved to be the most effective. This approach worked especially well because the communication techniques aligned more naturally with a relatable individual whom audiences could directly connect with the campaign. By presenting a tangible person, this strategy fostered a sense of trust and familiarity, allowing the message to resonate more deeply. People were more inclined to engage with and support a cause when they could see a real person championing it, which made this method especially impactful for spreading the campaign’s message.
References
Andreas Kaplan, Michael Haenlein, “Users of the world, unite! The challenges and opportunities” Social Media 53 (2010).
Bobbi Kay Lewis, “Social media and strategic communication: Attitudes and perceptions among college students” Public Relations Journal, vol. 4, No 3, (2010).
Bonilla Yarimar, Jonathan Rosa, “Digital protest, hashtag ethnography, and the racial politics of social media in the United States” American Ethnologist, Vol 42, (2015).
Caleb T. Carr, Rebecca A. Hayes, “Social Media: Defining, Developing, and Divining”. Atlantic Journal of Communication, 23 (2015).
Danah Boyd, It`s Complicated. (New Haven: Yale University Press, 2014).
E. Byrne, J. Kearney, C. MacEvilly, “The Role of Influencer Marketing and Social Influencers” in Public Health. Dublin: Proceedings of the Nutrition Society (2017).
Iulius Rostas, Ciprian Nodis, “Antigypsyism in Romania: Lessons (not) learned”, 17 November 2022, https://antigypsyism.eu/antigypsyism-in-romania-lessons-not-learned-2/
Jonah Berger, Katherine L. Milkman, “Emotion and Virality: What Makes Online Content Go Viral? The Gruyter” Insights Vol. 5, No. 1 (2013).
Rice Ronald, Atkin Charles, “ Public communication campaigns: Theoretical Principles and Practical Applications”, in J. Bryant & M. Oliver. (Eds.) Media effects: Advances in theory and research, 3 rd ed. (Santa Barbara: UC Santa Barbara, 2009.
Ministerul Investițiilor și Proiectelor Europene, “Punctul Național de Contact pentru Romi (PNCR)”, https://pncr.fonduri-ue.ro/punctul-national-de-contact-pentru-romi/
NOTE
[1] Iulius Rostas, Ciprian Nodis, “Antigypsyism in Romania: Lessons (not) learned”, 17 November 2022, https://antigypsyism.eu/antigypsyism-in-romania-lessons-not-learned-2/
[2] Danah Boyd, It`s Complicated. (New Haven: Yale University Press, 2014).
[3] Andreas Kaplan, Michael Haenlein, “Users of the world, unite! The challenges and opportunities” Social Media 53 (2010): 59-68.
[4] Caleb T. Carr, Rebecca A. Hayes, “Social Media: Defining, Developing, and Divining”. Atlantic Journal of Communication, 23 (2015): 46-65.
[5] Bobbi Kay Lewis, “Social media and strategic communication: Attitudes and perceptions among college students” Public Relations Journal, vol. 4, No 3, (2010). 1-23.
[6] Rice Ronald, Atkin Charles, “Public communication campaigns: Theoretical Principles and Practical Applications”, in J. Bryant & M. Oliver. (Eds.) Media effects: Advances in theory and research, 3 rd ed. (Santa Barbara: UC Santa Barbara, 2009), 436 – 468.
[7] Bonilla Yarimar, Jonathan Rosa, “Digital protest, hashtag ethnography, and the racial politics of social media in the United States” American Ethnologist, Vol 42, (2015): 4-17.
[8] Jonah Berger, Katherine L. Milkman, “Emotion and Virality: What Makes Online Content Go Viral? The Gruyter” Insights Vol. 5, No. 1 (2013): 18-23.
[9] E. Byrne, J. Kearney, C. MacEvilly, “The Role of Influencer Marketing and Social Influencers” in Public Health. Dublin: Proceedings of the Nutrition Society (2017).
[10] Ministerul Investițiilor și Proiectelor Europene, “Punctul Național de Contact pentru Romi (PNCR)” https://pncr.fonduri-ue.ro/punctul-national-de-contact-pentru-romi/
