Complaining to the Masses: The Role of Protest Framing in Customer-Created Complaint Web Sites
作者研究了消费者创建投诉网站时如何通过抗议框架来动员大众。过去消费者可能只向少数人抱怨，现在他们建网站向全世界表达不满。作者运用抗议框架理论，分析了消费者使用的三种修辞策略：不公正框架（强调企业不公）、身份框架（构建受害者或抗争者身份）和能动性框架（强调行动能力）。通过对这些投诉网站的分析，作者发现消费者通过框架化企业的背叛行为，展示自己影响他人的能力并寻求报复。这可能导致不满社群的形成，在其中个人和社会身份被构建和确认。研究增进了对负面口碑的理解，揭示了消费者如何利用网络平台进行集体抗议。
Consumers who once might have voiced their dissatisfaction with a firm to a few friends and acquaintances are now constructing Web sites to tell the world about their dissatisfaction. Protest-framing theory reveals the interlocking rhetorical tactics (injustice, identity, and agency framing) consumers use to mobilize mass audiences against a firm, contributing important insights to our understanding of negative word of mouth. Moreover, an analysis of protest sites reveals that consumers “frame” their corporate betrayal to the public to demonstrate their power to influence others and gain revenge. As a result, a community of discontent may arise in which both individual and social identities appear to be constructed and affirmed.