Mobilization Under Threat: Emotional Appeals and Pro-Opposition Political Participation Online

Abstract Large numbers of people living under authoritarian governments participate in pro-opposition politics despite sometimes significant risks. Increasing amounts this political participation are taking place and being organized online. Do emotions play a causal role inducing regimes? Can that mobilize be spread via social media? Through an experiment carried out by opposition party Zimbabwe, I test whether campaign appeals to supporters’ affect their level online discussions. find across two different issue areas, randomly assigned anger increase on average 0.4 standard deviations more than enthusiasm with the same informational content. In real terms, represents between 30% 170% groups four measures participation. There is little evidence these effects stronger areas less poverty or have historically been affected violence, when coupled messages emphasizing personal power. These results suggest highlight economic grievances can important force for mobilizing repressive environments.