אפקט המיקוד במסרי משפיענים: הרחבה למיקוד מטאפורי ולמסרים שמעבר למשפיענים

Social media influencers from advantaged groups (e.g., White people or men) often express solidarity with disadvantaged groups (e.g., Black people or women,respectively) through dedicated support messages. However, not all allyship message are equally effective, and responses from message recipients-especially those from disadvantaged groups-vary depending on the message design. In a 2024 article, Shalev et al. examined how message framing-whether centered on the influencer or on the disadvantaged group-affects recipients' sense of empowerment and engagement.Seven studies demonstrated that when influencers place the disadvantaged group at the center of the message (rather than themselves), recipients from the disadvantaged group feel more empowered and show greater engagement.The current article reviews Shalev et al.'s (2024) findings and extends the investigation in two key ways: first, by examining metaphorical rather than direct visual centering of the disadvantaged group; and second, by comparing messages that focus on the advantaged group in general, rather than on the ally influencer who created the post.