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The use of rich media content in Internet, and social media, has created multiple opportunities for low-investment campaigns for social change. This article analyzes the influence of web-based, visually rich viral videos on people’s social awareness of complex global issues, and their impact in attitudes and behaviors relating to these issues. This study consists of a rhetorical appeal analysis, online views analysis, and expert interviews. Even though these visually rich videos seem to boost the social impact of information, evidence of actual attitudes and social behavior change is unclear.
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