https://doi.org/10.21697/ucs.2025.36.2.02
Artykuł analizuje wpływ kampanii społecznych na nastroje społeczne dotyczące rasizmu, szczególnie w kontekście rosnącej niechęci do uchodźców. Autorka wskazuje, że negatywne postawy wobec migrantów wynikają zarówno z czynników ekonomicznych, jak i ksenofobii wzmacnianej przez narracje medialne i polityczne. Kampanie społeczne, poprzez odpowiednio dobrane strategie komunikacyjne, mogą przeciwdziałać tym zjawiskom, choć ich skuteczność bywa ograniczona przez polaryzację społeczną i krótkotrwałość efektu. Studium przypadku ruchu Black Lives Matter pokazuje zarówno pozytywne, jak i problematyczne aspekty kampanii, takie jak performatywne wsparcie korporacji czy radykalizacja przekazu. W artykule podkreślono znaczenie integracji tradycyjnych i cyfrowych środków komunikacji oraz konieczność długofalowego zaangażowania w kampanie społeczne, aby osiągnąć trwałe zmiany społeczne.
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