Selective Posting: Willingness to post a message online

The communication environment in CMC is particularly relevant to the discourses of the traditional communication theory, spiral of silence. This paper embarked on the task of developing an experimental research method to test willingness to speak out in the spiral of silence theory on an online forum and to test subsequent attitudinal and behavioral changes as measured in issue position, climate of opinion perception, and message posting. A 2x2 factorial design (congruent messages vs. incongruent messages and anonymity vs. nonanonymity) tested the willingness to speak out on an online discussion forum. The result of the paper suggested a new theoretical framework, selective posting, and called for the modification of the psychological explanation of spiral of silence.     

Third-person perception of online comments: Civil ones persuade you more than me

Using online comments posted on news stories as the context, this study aimed to examine the interplay between the third-person perception (TPP) – that people believe media message have a greater effect on changing the attitudes of others compared with themselves – and online incivility. It also examined whether people's agreement with the content of the comments would influence the TPP. Results of an experiment (N = 301) showed incivility muted the persuasive effect of online comments, so only civil comments produced a TPP, whereby people felt comments had greater persuasive power over others compared with themselves. However, counter to predictions, whether people agreed with the comments did not influence the TPP. Findings also supported the TPP social distance corollary such that subjects perceived comments as having the largest third-person perceptual gap between the self and those who disagreed with them. Results are discussed in relation to TPP and face and politeness theories.     

Perceptions of News Credibility about the War in Iraq: Why War Opponents Perceived the Internet as the Most Credible Medium

This study investigated cross‐media credibility perception with respect to news coverage about the Iraq War. In an environment of political partisanship, perceptions of media credibility were likely affected by the audience’s political position on the war. Based on hostile media effect theory, a set of hypotheses was proposed to investigate whether the minority opinion group, war opponents, evaluated the Internet as a more credible medium than did neutrals or supporters. An online survey was conducted to which 481 people responded (71% war supporters, 19% opponents, 10% neutrals). Results showed that opponents of the war perceived the Internet as less aligned with a pro‐government position and as more credible than did neutrals or supporters. The opponent group also showed a strong negative correlation between perceived pro‐government alignment and perceptions of Internet credibility. For the minority partisan group, the diversity of information and views on the war was the main reason for the perception of high credibility of the Internet as a news channel.     

Social media metrics: Third-person perceptions of health information

The present study investigated the role of social media metrics (i.e., number of shares and comments) displayed alongside online news stories in shaping users’ perceptions of the content and its influence. In a web-based experiment (N = 144), participants first read a cancer news story that displayed either a high or a low level of social media metrics, then reported their perceived story influence on the self and others, as well as their behavioral intentions. In the low social media metrics condition, the general story influence was perceived to be stronger for others than for the self, indicative of the “third-person effect.” This effect, however, was diminished to insignificant levels in the high social media metrics condition. Further, social media metrics had an ultimate indirect effect on behavioral intentions via the third-person effect. Theoretical and practical implications of these findings are provided in the end.     

Clicking vs. sharing: The relationship between online news behaviors and political knowledge

Online news and social media are transforming the process of news production and reading. While research has shown that news media play an important role in providing information to the public in democratic societies, research investigating the impact of sharing news online on the process of public opinion formation is in a nascent stage. This study examines the impact of viewing and sharing online news on two dimensions of political knowledge: factual knowledge and structural knowledge. Results from survey data collected over 3-waves during the 2012 US Presidential Election from an online panel of 403 US adult Internet users show that reading online news is positively related to factual political knowledge. Sharing online news, in contrast, is related to structural knowledge. We discuss these findings and their implications for future research investigating the role of online news.     

Incidental exposure to news: Predictors in the social media setting and effects on information gain online

Employing two studies, this paper investigates incidental exposure to news online in terms of its influence on individual learning about public affairs as well as its predictors in the social media environment. Study 1, using an experimental design, shows that incidental exposure to news has significant effects on an individual's recognition and recall of information in news stories. The effects of incidental exposure on recall are mediated by actual exposure to information in the news (spending some time on reading), suggesting gateway effects of initial exposure by accident. Employing a national survey, Study 2 finds that social media network heterogeneity and proportion of weak ties are positively associated with likelihood of incidental exposure to news online, while most variables of individual characteristics are not. The significant effects of structural factors found suggest that incidental exposure can limit consequences of selective exposure. Further implications of the findings are discussed.     

Experiencing motivational conflict on social media in a crisis situation: The case of the Chick-fil-A same-sex marriage controversy

This study examined the relationship between motivational conflict involving social media use and attitude formation in a brand crisis situation. An online experiment was conducted with 658 participants using a 2 (news-article valence: positive vs. negative) × 2 (situational cue valence: positive vs. negative) between-subjects design. During the experiment, participants loyal to Chick-fil-A (defense-motivated) were asked to communicate the brand through the brand's social networking sites (SNSs) while receiving a cue for the SNS audience's general unfavorable opinions on the crisis issue, the Chick-fil-A same-sex marriage controversy (impression-motivated). It was found that when motivational conflict was experienced (defense vs. impression), (1) individuals' brand attitudes were affected more by objective information such as a news article than by a cue for audience opinion and (2) their positive brand-related cognitions were countervailed by their impression-related cognitions. Overall, the findings suggest that it is not always desirable for a company to encourage customers to engage in SNS-facilitated interaction in a crisis situation.     

Can spiral of silence and civility predict click speech on Facebook?

Opinion expressions on Facebook are characterized by “click speech” in which people express their opinions and support (or disagreement) of posts through the “like,” “comment,” and “share” buttons. This study uses a 2 (low vs. high opinion congruency) x 2 (message civility vs. incivility) between-subject factorial experiment to examine the spiral of silence on participants' likelihood to interact with social media. We randomly assigned 502 participants to one of four experimental conditions. Results indicate that the fear of isolation increased the likelihood of commenting on Facebook posts and a civil climate increased the likelihood of liking comments on Facebook posts. Findings suggest that “click-speech” could be considered a form of opinion expression.     

Exploring the effect of user engagement in online brand communities: Evidence from Twitter

Social media such as forums, blogs and microblogs has been increasingly used for public information sharing and opinions exchange nowadays. It has changed the way how online community interacts and somehow has led to a new trend of engagement for online retailers especially on microblogging websites such as Twitter. In this study, we investigated the impact of online retailers' engagement with the online brand communities on users' perception of brand image and service. Firstly, we analysed the overall sentiment trends of different brands and the patterns of engagement between companies and customers using the collected tweets posted on a popular social media platform, Twitter. Then, we studied how different types of engagements affect customer sentiments. Our analysis shows that engagement has an effect on sentiments that associate with brand image, perception and customer service of the online retailers. Our findings indicate that the level, length, type and attitude of retailers' engagement with social media users have a significant impact on their sentiments. Based on our results, we derived several important managerial and practical implications.     

Modeling user interest in social media using news media and wikipedia

Social media has become an important source of information and a medium for following and spreading trends, news, and ideas all over the world. Although determining the subjects of individual posts is important to extract users' interests from social media, this task is nontrivial because posts are highly contextualized and informal and have limited length. To address this problem, we propose a user modeling framework that maps the content of texts in social media to relevant categories in news media. In our framework, the semantic gaps between social media and news media are reduced by using Wikipedia as an external knowledge base. We map term-based features from a short text and a news category into Wikipedia-based features such as Wikipedia categories and article entities. A user's microposts are thus represented in a rich feature space of words. Experimental results show that our proposed method using Wikipedia-based features outperforms other existing methods of identifying users' interests from social media.     

Some of these things are not like the others: Examining motivations and political predispositions among political Facebook activity

Political engagement via social media has evolved, and web sites including Facebook continue to be a place for individuals, especially young ones, to engage politically. Because politics on social media is diverse, it makes sense that the reasons for participating in it vary. In addition, because current events information and political news is accessible via social media, the role of attention to traditional news sources in this type of political engagement is debatable. The study takes up the opportunity to address these questions by examining young people’s attention to television, print, and online news, their engagement with four Facebook political activities, and their psychological motivations for using the website politically just prior to the 2012 U.S. Presidential election. The results suggest that the primary motivations for using Facebook politically are not universal, and indeed vary by activity. They revolve around connecting with others socially, sharing information with others, and presenting oneself to others. In addition, attention to offline and online news largely do not matter. The study moves research forward by describing the variety of psychological predispositions some Facebook users bring to their political engagement with the web site, and how these predispositions vary across different Facebook political behavior.     

Choose your “buddy icon” carefully: The influence of avatar androgyny, anthropomorphism and credibility in online interactions

In both online and offline interactions, the visual representation of people influences how others perceive them. In contrast to the offline body, an online visual representation of a person is consciously chosen and not stable. This paper reports the results of a 2 step examination of the influence of avatars on the person perception process. Specifically, this project examines the reliance on visual characteristics during the online perception process, and the relative influence of androgyny, anthropomorphism and credibility. In the first step, 255 participants fill out a survey where they rated a set of 30 static avatars on their credibility, androgyny, and anthropomorphism. The second step is a between subjects experiment with 230 participants who interact with partners represented by one of eight avatars (high and low androgyny, and anthropomorphism by high and low credibility). Results show that the characteristics of the avatar are used in the person perception process. Causal modeling techniques revealed that perceptions of avatar androgyny influence perceptions of anthropomorphism, which influences attributions of both avatar and partner credibility. Implications of these results for theory, future research, and users and designers of systems using avatars are discussed.     

Triggering participation: Exploring the effects of third-person and hostile media perceptions on online participation

Using a 2 × 3 mixed between-within subjects experiment (N = 102), we tested how the presence of online comments affects self-other differences and perceptions of media bias, as well as factors predicting subjects’ likelihood of commenting on an online news story. We found that (a) presence of comments lowers self-other differences and consequently attenuates the third-person effect, and (b) perceptions of media bias significantly predict likelihood of commenting. Additionally, we found that subjects were more likely to comment on stories they found biased against their position as a form of corrective action, and that subjects were more likely to share and like stories they found biased in favor of their position as a form of promotional action.     

Echo chambers online?: Politically motivated selective exposure among Internet news users1

A review of research suggests that the desire for opinion reinforcement may play a more important role in shaping individuals’ exposure to online political information than an aversion to opinion challenge. The article tests this idea using data collected via a web‐administered behavior‐tracking study with subjects recruited from the readership of 2 partisan online news sites (N = 727). The results demonstrate that opinion‐reinforcing information promotes news story exposure while opinion‐challenging information makes exposure only marginally less likely. The influence of both factors is modest, but opinion‐reinforcing information is a more important predictor. Having decided to view a news story, evidence of an aversion to opinion challenges disappears: There is no evidence that individuals abandon news stories that contain information with which they disagree. Implications and directions for future research are discussed.     

Source does matter: Contextual effects on online media-embedded health campaigns against childhood obesity

Provocative messages targeting childhood obesity are a central means to increase problem awareness. But what happens when different online media platforms take up the campaign, comment, re-contextualize, and evaluate it? Relating to preliminary findings of persuasion research, we postulate that source credibility perceptions vary across types of online media platforms and contextualization of the message. Individual characteristics, in particular weight-related factors, are assumed to influence message effects. A 3 (media type: blog, online news, Facebook) × 2 (reinforcement versus impairment context) experimental design with students (N = 749) aged between 13 and 18 years was conducted. Results show an interaction between media type and argumentation for affective self-perceptions of weight. Self-relevance varies based on different source credibility perceptions. Overall, campaign re-contextualization of provocative messages may result in negative persuasion effects and needs to be considered in campaign development.     

Posting,commenting, and tagging: Effects of sharing news stories on Facebook

Social networking sites such as Facebook provide new ways of sharing news stories that allow users to act as opinion leaders in their networks, encourage discussion, and potentially increase their involvement in current events. This study identifies the particular features of Facebook that facilitate the discussion of news and tests their effects on involvement and feelings of influence. Participants (N = 265) in a 3 (Broadcast level: news feed vs. wall post vs. direct message) × 3 (Elaboration: opinion vs. question vs. no comment) × 2 (Involving-friends: tag vs. no tag) between-subjects factorial experiment were randomly assigned to share a story from a news website on Facebook. Results show that user involvement in the news content depends on the social affordances of the site, particularly those that allow for audience customization and those that drive network feedback. Asking the network’s opinions and targeting specific friends led to greater involvement in the news content. Discussion through comments led to a greater sense of influence and greater involvement for those sharing the news story. These findings highlight the importance of encouraging individuals to act as sources of information in their networks to drive engagement in current events in the changing news landscape.     

Facebook,the Third‐Person Effect,and the Differential Impact Hypothesis

This study examined the effects of embedding and framing online news stories in social media contexts on perceived message influence and third‐person effects (3PE). 88 undergraduates at a Northeastern U.S. university participated in an online experiment in which they evaluated news stories posted on Facebook. A 4 x 2 mixed experimental design was used with the between‐subject variables of viewing condition (no Facebook frame, neutral Facebook, positive Facebook evaluation, and negative Facebook evaluation) and the within‐subjects factor of story relevance (Low, High). Results indicate that perceptions of personal influence increase in social media contexts for more personally relevant stories. These results are consistent with the Differential Impact Hypothesis.     

Trusting expert- versus user-generated ratings online: The role of information volume,valence, and consumer characteristics

The warranting principle, signaling theory, and theories of informational social influence suggest conditions when either user-generated information, or information originating from traditional experts, might be privileged online. A random sample of 1207 U.S.-based adults with Internet access completed an experiment that manipulated the source, volume, and valence of online movie ratings in order to test predictions derived from these perspectives. Results indicated that ratings volume is positively associated with trust of, reliance on, and confidence in user-generated content, as well as the congruence between one’s own and others’ opinions; that ratings source and volume interact to impact credibility perceptions, reliance on user-generated information, and opinion congruence, such that people tend to favor experts when there is low information volume, but favor user-generated information under conditions of high information volume; and that people’s opinions and behavioral intentions converge with the online ratings information to which they are exposed. In addition, these effects apply more strongly to people more conversant with user-generated content. Results indicate important theoretical extensions by demonstrating that social information online may be filtered through signals indicating its veracity, which may not apply equally to all social media users.     

未来的新闻生产研究分析

通过对互联网20年历史进行回顾得出,技术与受众是影响媒体行业的新兴力量,分析受众接收信息的特点,对未来媒介组织和新闻生产模式的发展方向进行预测,我国目前尚未形成理性的网络舆论,网络舆论是事件主导而非话题主导。     

Sexual intensity of adolescents' online self-presentations: Joint contribution of identity,media consumption,and extraversion

Adolescents produce and distribute a vast quantity of digital media content. A growing literature examines the sexually explicit (i.e., nude) content that adolescents share online. Because adolescents' sexual content need not be sexually explicit, however, this study examined the sexual intensity with which adolescents choose to present themselves in the context of a social media platform. Exemplifying the variability of adolescents' online sexual self-presentations, survey participants (N = 265; age range: 13–15 years) constructed social media profiles using components (e.g., photos, fashion brands) that varied in sexual intensity. In accord with predictions drawn from the Media Practice Model, the study found that the sexual intensity of adolescents' online self-presentations is a product of the sexual self-concept, a relationship that is partially mediated by sexual media diet and moderated by extraversion. This study bridges emerging research on sexual self-presentation with established literature on adolescents' sexual media uses and effects.