Research and Insights

CJC at the 67th Annual International Communication Association Conference 2017

May  25-29, 2017
San Diego, Calif.

Author: Sylvia M. Chan-Olmsted, Ph.D., Professor – Department of Telecommunication, Director of Media Consumer Research

Conceptualizing Branded Content in a Changing Media Marketplace

Co-Authors: Min Xiao, Graduate Student at the University of Florida’s College of Journalism and Communications and Lisa-Charlotte Wolter, Hamburg Media School

Abstract: With the growth of media platforms and outlets, we have entered a media landscape characterized by multiplatform consumption, audience fragmentation, user generated content, and complex media planning that involves programmatic targeting as well as the integration of social and legacy media. The multiplicity of today’s media marketplace poses challenges for brand marketers when communicating with their target audiences. “Branded content,” with its focus on understanding the audience, creating something that consumers seek out, and designing engagement opportunities, seems to offer a viable option. Despite the growth of branded content practices, there has been limited research addressing the phenomenon. This study attempts to contribute to the discussion by identifying various constructs that offer explanatory power for the use of branded content from an audience perspective. It also provides conceptual insights by examining how the practice is perceived and linked to the existing marketing communications through a series of expert interviews.

Exploring the Typology and Impact of Audience Gratifications Gained From TV-smartphone Multitasking

Co-Author: Linsen Su, Beijing Jiatong University

Abstract: With the ever-increasing media outlets and the advance of media technologies, cross-platform media consumption or media multitasking is becoming a common scenario of media use. Among all, the combined use of traditional TV and smartphones is the most popular cross-platform media consumption. Few studies have addressed the underlying motivations of such a phenomenon. To focus more on the questions of why and how instead of studies on what in combined TV-smartphone media consumption, the paper puts forward a model to address the gratifications derived from TV-smartphone consumption.
The paper identified four kinds of gratifications in TV-smartphone multitasking: emotional, social, habitual, and participatory/relevance gratification. The paper also found the positive impact of the fear of missing out, social media use, cognitive control, and TV-smartphone usage on four kinds of gratification. But the impact of demographic traits is very limited, indicating the prevalence of TV-smartphone multitasking which is independent of personal traits.

Author: Huan Chen, Ph.D., Assistant Professor – Department of Advertising

Wonderland in Winter and Little Europe in Summer: A Case Study on How Harbin Promotes its International Image

Co-Author: Sining Kong,Graduate Student at the University of Florida’s College of Journalism and Communications

Abstract: This paper used mixed methods, with in-depth interviews of Harbin’s policy makers, secondary government documents, and a survey of Harbin’s foreign residents, to examine how Harbin promotes its international image. After examining Harbin’s policymakers’ international policymaking processes and foreign residents’ evaluations of the city, we proposed a model to show Harbin’s international image-building efforts. The model consisted of public diplomacy, and soft power, city branding strategies, and relationship building with Harbin’s residents, investors, and foreign visitors. From the theoretical aspect, this paper not only expands public relations by applying it to a city’s international image promotion, but also enriches current city branding literature by advancing a model in international image promotion. From the practical aspect, cities that are similar to Harbin can refer to this model to enhance their international image, and draw lessons from Harbin’s international image promotion process.

Author: Carla L. Fisher, Ph.D., Assistant Professor – Department of Advertising

Primary Care Providers’ Perceived Barriers and Facilitators to Electronic Cigarette Discussion in Clinical Encounters

Co-Authors: Emily Patterson and  Xiaoquan Zhao, George Mason University

Abstract: Pediatric primary care providers (PPCPs) have the potential to significantly influence e-cigarette behaviors of adolescents, but their potential for e-cigarette counseling is underutilized. Purposive sampling was used to recruit PPCPs who regularly counsel adolescents in preventive care interactions. One-on-one, in-depth interviews were conducted with PPCPs across the United States. Common barriers to e-cigarette clinical discussion included a lack of knowledge and awareness about e-cigarettes, being unfamiliar with adolescent e-cigarette behavior and terminology, feeling uncomfortable or unprepared, utilizing outdated screening tools, and a lack of time in clinical interactions. Provider reported ways to address these issues included focusing on relationship building, emphasizing confidentiality, and normalizing behaviors. Several of these barriers could also be directly addressed through brief provider intervention training such as providing key facts and risks about e-cigarettes, and training on effectively and quickly conducting the psychosocial interview.

Author: Elizabeth Grady-Flood, Post Doctoral Associate – STEM Translational Communications Center

Sense-Making, Socialization, and Stigma: Exploring Narratives Told in Families About Mental Illness

Co-Author: Jody Koenig, University of Nebraska, Lincoln

Abstract: Guided by Communicated Narrative Sense-making (CNSM), the current study investigated mental illness (MI) narratives told within families and the lessons younger members learned from these stories. Individual, semi-structured interviews with 24 young adults revealed that families, mainly parents, tell stories about the MIs of individual family members and these stories reflected four themes: struggle, communicated perspective-taking (CPT), resilience, and caution. In addition, young adults learned several important lessons from these MI narratives (i.e., awareness, communicated perspective-taking). Findings illuminate the ways family narratives about MI shape younger members’ expectations for managing these illnesses and in some instances, reinforce the stigma surrounding MI.

Author: Linda Childers Hon, Ph.D., Professor – Department of Public Relations

Designing ProEnvironmental Campaigns: Predictors of Millennials’ Online and Offline Behaviors

Co-Authors: Ah Ram Lee, Jungyun Won, Sining Kong and Leping you, Graduate Students at the University of Florida’s College of Journalism and Communications

Abstract:While sustainability has come to the fore as the grounding pillar of environmental issues, the role of millennials in addressing environmental issues is crucial. Therefore, understanding millennials’ unique characteristics and features would serve as a basis to create an effective communication strategy to motivate them to engage in online and offline pro-environmental actions. However, millennials are found to show supportive intentions to green product, but ironically engage in less pro-environmental behaviors. Therefore, at the intersection of millennials’ unique characteristics and motivational elements related to pro-environmental actions, four factors will be tested as potential variables that may affect the success of a pro-environment communication campaign targeted toward millennials. In the context of recycling campaigns, message enjoyment, tie influence, psychological proximity, and perceived effectiveness of actions will be investigated as influencers of online campaign supports and behavioral intentions for recycling efforts.

Linkages Among Reputation, Value Congruence, and Brand Identity on Publics’ Positive Word-of-Mouth Intentions

Co-Author: Leping You, Graduate Student at the University of Florida’s College of Journalism and Communications

Abstract: A consumer relations model was tested to determine if reputation is positively associated with positive Word-of-Mouth Intentions (WOM) whereby value congruence was examined as a moderator. The model also posited that the positive magnitude of the moderating effect of value congruence would be stronger for companies with brand identity than for those without. An intercept survey was conducted during which participants were asked about their perceptions of the store they are mostly like to purchase coffee from among five options including multi-nationals and local shops. Results showed that reputation and value congruence are positively related to positive WOM although value congruence did not moderate the relationship between reputation and WOM. Respondents indicated more positive WOM intentions toward companies without brand identity. Theoretical and practical considerations for public relations are offered.

Author: Sriram Kalyanaraman, Ph.D., Professor – Department of Journalism UF Online Learning Institute

Chair: The Use and Effects of New Media

Control Ergo Cogito: The Interplay Between Interactivity and Involvement on Information Processing

Co-Author: Lauren Darm Furey, Cal Poly Pomona

Abstract: In the current media landscape, people are bombarded with avalanches of information online. Such information deluges can not only hinder users’ enjoyment of online news, but they also constrain people’s ability to learn and comprehend information. To test whether interactivity is a solution to this problem, a 2 (interactivity level: low or high) x 2 (issue involvement: low or high) experiment was conducted, accounting for issue involvement because it is a factor that could alter the effects of interactivity. Results indicated that interactivity enhanced memory, which means it does hold the potential to help readers overcome the information overload often encountered online. Additionally, this study uncovered issue involvement as an important factor that can overshadow the impacts of interactivity, especially when it comes to attitudes.

“How Much Do You Say? What Do You Say?” Exploring the Interplay Between Information Complexity and Interactivity

Co-Author: Linwan Wu, University of South Carolina

Abstract: Information complexity is a prominent factor that influences online information processing, yet its psychological ramifications – especially in concert with technological affordances such as interactivity – have rarely been examined. Explicating information complexity in terms of information magnitude (Study 1) and information comprehensibility (Study 2), the current investigation examined the interplay between interactivity and information complexity on consumer responses in an e-commerce environment. Results from Study 1 indicated that interactivity positively influenced brand attitudes only when information magnitude was low. In Study 2, a high (versus low) level of interactivity elicited more favorable brand attitudes only when information comprehensibility was high. Both studies also identified perceived credibility as the underlying process of the positive effects of interactivity. Theoretical and practical implications of the findings are discussed.

“Not In My Backyard? Immerse Me in 360-Degree Video!” The Interplay Between Interactivity and Psychological Distance

Co-Authors: Daniel Pimentel, Sining Kong and Min Xiao,Graduate Students at the University of Florida’s College of Journalism and Communications

Abstract: 360-degree video has been touted as an interactive technology capable of closing “the global empathy gap” by bridging geographically distant communities through enhanced user control and shared experiences. However, it remains unclear if, and how, the interactive characteristics of the medium actually serve to reduce these geographical gaps between audiences. To investigate this possibility, we report preliminary results from a 2 (psychological distance: distant vs. proximal frame) x 2 (interactivity: 360 vs. non-360) between-subjects experiment that is currently underway to investigate the relationship between interactivity and psychological distance (spatial) in the context of environmental threats. Preliminary findings reveal 360-degree video to be significantly more interactive than traditional video, while also eliciting greater levels of cognitive absorption and behavioral intentions across both spatial conditions. Furthermore, 360-degree video appears to generate favorable attitudes and increased threat perceptions, when a threat is spatially distant versus proximal.

Author: Spiro K. Klousis, Ph.D., APR, Executive Associate Dean, Professor – Department of Public Relations

Two Tales of One Crash: Intergovernmental Media Relations and Agenda Building During the Smolensk Airline Crash

Co-Authors:Barbara Myslik, Luidmila Khalitova, Tianduo Zhang and Sofiya Tarasevich,Graduate Students at the University of Florida’s College of Journalism and Communications

Other Authors: Tiffany Lynn Mohr, Ji Young Kim, University of Hawaii at Manoa, Agniezka Turska_Kawa, University of Silesia in Katowice, Guy Golan, Syracuse University and Craig E. Carroll, New York University

Abstract: This study aims to advance the theoretical and practical knowledge of political public relations, and influence that political profile of the media can have on the agenda-building process. The influences of agenda indexing are also discussed with regard to different media profiles. A quantitative content analysis was conducted to examine the influence of Polish and Russian government messages from presidents and prime ministers regarding the Smolensk plane crash on media coverage in both counties. Newspapers were categorized by political profile representing pro government, mainstream, or opposition profile. Nearly all of the hypotheses were fully supported for the first, second, and third level of agenda building. Results of this study demonstrate that political public relations’ success and agenda indexing can be affected by a medium’s political profile, particularly in the case of opposition media. Theoretical and practical implications are discussed along with areas of future research.

Strategic Communication in the Political Arena

Postconference: Bridging Practice and Disciplinary Perspectives on the Formation and Effects of Country Image, Reputation, Brand, and Identity

Abstract: This post-conference aims at integrating various perspectives about the causes and effects of perceptions about countries to advance discourse about theories and methods. We will discuss how to distinguish among concepts, and how to—if possible—integrate them for future public diplomacy and communication research. The full day post-conference will be a meeting point for scholars and practitioners to discuss current challenges in public diplomacy and country images. We aim to discuss how advancement in theory and research can contribute to the current practice of public diplomacy. We are particularly interested in gathering comparative perspectives from the Americas, Europe, Middle East, and Asia on topics such as migration and refugees in public diplomacy, the public diplomacy of international and transnational organizations, diaspora and public diplomacy, social media and public diplomacy, the role of non-state actors, etc. that impact public diplomacy.

Panel- A Multicultural Measurement Instrument for Public Diplomacy: Analyzing Value Drivers and Effects of Country Images on Stakeholders’ Behavior in Three Countries

Author: Sining Kong, Graduate Studentat the University of Florida’s College of Journalism and Communications

Sensing Public Sentiments: Media Induced Emotions and Corporate Response Sidedness in a Victim Type of Crisis

Co-Author: Weiting Tao, University of Miami

Abstract: This experiment aims to test how different negative emotions (anger vs. sadness) induced by media coverage of a corporate crisis influence publics’ attributions of crisis responsibility and their subsequent evaluations of organizational crisis responses (one-sided vs. two-sided responses). Its predictions are derived from framing theory from media effects literature, appraisal tendency framework from psychology literature, and message sidedness research from persuasion literature. By adopting such an interdisciplinary approach, this study aspires to advance current theories in crisis communication. Its results will also help professionals to improve crisis communication effectiveness through considering publics’ emotions and crisis responses’ message traits.

Author: Janice Krieger, Ph.D.,Director – STEM Translational Communication Center, Associate Professor – Department of Advertising

Chair: Intergroup Communication Interactive Poster Session

Participant: Board of Directors Meeting of the International Communication Association

Chair: Intergroup Communication Business Meeting

A Tailored Risk Intervention to Increase Perceived Message Customization and Intentions to Screen for Colorectal Cancer

Co-Authors: Jordan Neil, Research Assistant – STEM Translational Communication Center

Eric Laber, North Carolina State University

Abstract: Tailored health communication interventions are an effective, evidence-based strategy to increase patient attention to, and motivation to process, cancer screening information. They can deliver highly customized, theory-driven, and patient-specific risk information about cancer screening. This study explores the efficacy of providing tailored risk feedback to increase intentions to screen for colorectal cancer. The conditional effects of perceived customization, health literacy, and perceived self-efficacy are explored through an empirical model.

Implementing Innovative Communication-Based Interventions Through Patient Portals and Research Registries

Co-Author: Jordan Neil, Research Assistant – STEM Translational Communication Center

Abstract: Participation in this panel will outline an ongoing research program conducted at the University of Florida’s STEM Translational Communication Center, in which health communication interventions have focused on innovative dissemination and implementation strategies to reduce disparities in patient outcomes and clinical research participation among underrepresented patient populations. These studies have harnessed the capacity of patient portals (e.g., MyChart) and research registries (e.g., Consent2Share) within the UF Health Network to strategically identify and proactively recruit study cohorts of racial/ethnic minority and at-risk patient populations; overcome geographic and logistical barriers to remotely enroll elderly and rural patients in health prevention studies; and disseminate virtual technology interventions that provide demographically and literacy tailored virtual healthcare providers and patient advocates to overcome cultural barriers to effective shared decision-making and lasting behavior change. Participation in this panel will offer insight into the benefits and scope digital communication interventions have in reducing health disparities among underserved patient populations, but will also relay first-hand experience of the challenges to successfully implementing digital communication interventions within a clinic setting.

The Influence of Scientists’ Communication on Citizen Scientists’ Identity Formation and Engagement in Health Research

Co-Author: Rachel Damiani, Graduate Student at the University of Florida’s College of Journalism and Communications

Abstract: Language is a marker of intergroup identities. Scientists use language to reflect their group identity, but it can prevent members of other speech communities from understanding the content. The purpose of this study was to examine whether a scientist’s language influenced a citizen scientist’s identity and engagement in health research through the lens of the Communication Theory of Identity. The researcher conducted in-depth qualitative interviews with nine citizen scientists at a large research intensive university. Results indicated that a scientist’s intergroup language reinforced a citizen scientist’s identity, desire to accommodate to a scientist’s language, and engagement level in research. In contrast, citizen scientists expressed that a scientist’s interpersonal language, which was characterized as impersonal and formal, decreased a citizen scientist’s engagement in research. These results indicate that a citizen scientist’s perspective of a scientist’s intergroup or interpersonal identity influences their perceived identity and engagement level in health research

Author: Xiaomeng Lan, Ph.D. Student in Public Relations at the University of Florida’s College of Journalism and Communications

China’s Strategic Communications in the Establishment of the Asian Infrastructure Investment Bank

Abstract: This study investigates the public relations strategies employed by the Chinese government in convincing other countries to join the new Asian Infrastructure Investment Bank (AIIB). A framing analysis was conducted to examine the presence, valence, and evolution of frames involving soft power resources and organization-public relationship dimensions. Findings included: (a) China’s economic strength was the most emphasized soft power resource; (b) the relational frames disclosed China’s strategic thinking about trying to expand the narrow space currently available for the country’s international activities by expressing willingness to obey the rules of the existing United States-led economic order; and (c) while China’s communications about the AIIB focused more on the relationship dimension of commitment, articles published in the selected international newspapers showed more interest in, and more negative attitudes toward, the dimension of trust, showing the need for the Chinese government to continue working on alleviating doubts over the AIIB’s geopolitical role.

Author: Jasmine McNealy, Ph.D., Assistant Professor – Department of Telecommunication

Chair and Respondent: Communication Law and Policy Interactive Poster Session

Chair: Communication Law and Policy Interactive Poster Session

Chair: Policy Influences and Public Perceptions

Author: Henrry Paul Mena, Ph.D. Student in Journalism at the University of Florida’s College of Journalism and Communications

Preconference: Online and Newsworthy: Have Digital Sources Changed Journalism?

             Fake News: How journalists verify online sources to avoid spreading                false stories

Abstract: This preconference will serve scholars who are interested in how digitalization has changed journalistic news sourcing techniques. The use of reliable sources is one of the most important aspects of journalistic news production. However, when making news, journalists now increasingly use social media, websites, wikis, and online encyclopedias as sources. In today’s 24/7 news cycles, online sources offer a quick, convenient, cheap, and effective way for journalists to gather information on developing stories, and they increasingly also trigger news stories. But, what are the consequences of online sourcing for the quality of news and the journalistic profession? Can all online sources be reliably verified? Do online sources change the power relationship between political actors and journalists?

For this preconference, we are interested in showcasing research that focuses or is related to one of four aspects of online sourcing:

• First, we ask which online sources are most prominent within news reporting, and/or whether they have replaced more traditional sourcing techniques?
• Second, we want to show research that asks why and how journalists use online sources during their daily work and in the newsroom.
• Third, we focus on the consequences of online sourcing for audience perceptions of journalism, for example in terms of the credibility of news and journalism.
• Fourth, we aim to investigate potential changes in the relationship between journalists and (elite) actors as sources, who now have multiple options to communicate with audiences directly.

We welcome both theoretical and empirical papers for the proposed preconference, and want to encourage PhD students and young researchers to submit. We also aim to bring together both qualitative and quantitative researchers, ranging from methods such as ethnographic research, interviewing, to content analysis, big data, survey and experimental designs. We encourage the use of different theoretical approaches to understand online journalistic sourcing techniques (e.g., framing, journalistic role perceptions, storytelling, conceptions of the newsroom).

Author: Yulia A. Strekalova, Research Assistant Professor and Director Grants Development

Chair: Challenges to Effective Communication in Healthcare Settings

Examining Appraisal and Information Behavior in Uncertainty Management: Pathways to Participation in Clinical Research

Abstract: Participation of volunteers in clinical research is crucial for the discovery of new treatments, but the decision to participate in a clinical study is associated with uncertainty. Uncertainty management theory (UMT; Brashers, 2001) identifies uncertainty appraisal and information behavior as mechanisms of uncertainty management. Extending the propositions of UMT to explain behavioral intention, this study evaluated an explanatory model that assessed the causal pathways to informed decision-making under uncertainty in the context of recruitment for clinical research. Study hypotheses were tested using an online experiment (N = 340). The final explanatory model showed a significant indirect effect of decisional uncertainty on behavioral intention, mediated by uncertainty appraisal and information behavior, F(4, 335)=21.56, R2=.20, p<.01. Although uncertainty had an overall negative effect on participation in clinical research, the path from higher uncertainty to lower behavioral intention is not direct, and uncertainty itself was not found to be a direct predictor of participation or non-participation in clinical research.

Information Dissemination and Audience Engagement With Tobacco Prevention Posts on Social Media

Co-Author: Rachel Damiani, Graduate Student at the University of Florida’s College of Journalism and Communications

Abstract: Understanding the appropriate medium to communicate health promotion messages is vital for improving personal and societal health. The relational framing theory was used as a lens for studying how message framing may influence social media audience engagement. Specifically, posts from Tobacco Free Florida’s Facebook page were assessed for framing as either dominant-submissive or affiliate-disaffiliate and the extent to which a direct call for engagement was used for engagement with implied audiences of smokers, non-smokers, active quitters, or a mixed audience. A three-way interaction for the level of engagement through comments was significant, F(3,217)=7.11, p<.001, ηp^2=.09, and showed that framing, a call for engagement, and varying implied audience choice played a role in audience engagement with tobacco prevention posts. Theoretical and practical implications are discussed as they apply to strategic information dissemination and health promotion can be targeted at the individual’s health, social support infrastructure, or the well-being of the society.

Participant: Intergroup Communication Business Meeting

Author: Yu-Hao Lee, Ph.D., Assistant Professor – Department of Telecommunication

The Effects of Avatar Similarity on Uncertainty Reduction Among Older Adults

Co-Authors: Robert H. Wells and Min Xiao, Graduate Students at the University of Florida’s College of Journalism and Communications

Abstract: This study examined how avatars similarity affect uncertainty reduction in initial online interactions. Previous studies have found that one’s self avatar and others’ avatars may prime behaviors consistent with characteristics of the avatars. We argue that in addition to assessing one’s own avatar and others avatar, in social interactions, people assess avatars in relation to other avatars. Similarity reduces uncertainty which promotes disclosure and identification. We conducted a 2 (self avatar: old vs. young) x 2 (partner’s avatar: old vs. young) experiment with 95 older-adult participants aged 60 and above. The findings showed that the participants’ avatar or their interaction partner’s avatar’s age did not prime age-related behavior. However, there was an interaction effect, participants disclosed more information when their avatar’s age matched their partner’s avatar’s age. They also identified with their interaction partners more when the avatars’ had similar age appearances.

The Effects of Regulatory Fit on News Engagement and Elaboration in High- and Low-Motivation Conditions

Co-Authors: Bruce Getz, Graduate Student at the University of Florida’s College of Journalism and Communications

Min Xiao, Graduate Student at the University of Florida’s College of Journalism and Communications

Abstract: This study examined how intuitive response of regulatory fit or non-fit from news headline framing can be used as a cue which motivates more or less information elaboration and information seeking. We conducted a 2 (motivation: high vs. low) x 2 (regulatory fit vs. regulatory non-fit) x 2 (argument quality: high vs. low) experiment to examine the effect of regulatory fit and non-fit headline framing on news readers’ perceived importance, news value, time spent in the article, information elaboration, and likelihood to seek additional information under high or low motivations. The results showed that when users are motivated to read the news, the regulatory fit headline increased time spent on the article, information elaboration, and likelihood to seek additional information. However, when users have low motivations, regulatory non-fit evoked uncertainty and increased time spent in the article, elaboration, and information-seeking intentions.

Author: Thomas Franklin Waddell, Assistant Professor – Department of Journalism

Can a Comment Inspire? The Effects of Online Comments on Elevation and Universal Orientation

Co-Author: Amanda Bailey, Graduate Student at the University of Florida’s College of Journalism and Communications

Abstract: Past research on meaningful media has shown that feelings of elevation can foster increased feelings of connection to others due to the affective states that meaningful media elicit. However, what happens when inspiring media are accompanied by cues related to the opinion of others, such as comments? Does the sentiment of readers’ comments moderate the effects of inspiring media or elicit unique effects on elevation-related outcomes? An online experiment was conducted to answer these questions using a 2 (news type: inspiring vs. non-inspiring control) x 3 (comment type: positive vs. negative vs. no comment control) between-subjects design. Results revealed that news articles accompanied by either positive or negative comments elicited lower affective states associated with elevation. Furthermore, positive comments increased universal orientation through the mediating pathway of bandwagon support. The theoretical and practical implications of these results are discussed.

Chair: Media Violence, Agression, and Suspense

Can the Crowd Set the Agenda? The Effect of Online Comments on News Credibility and Issue Importance

Abstract: Online comments provide news readers with the unprecedented ability to share their perspective on current events. Often times, these online discussions become negative and uncivil, either criticizing the journalistic credentials of the news outlet or questioning the value of the covered issue. Does the presence of such insidious comments interfere with the reception and traditional functions of news media? If so, what are the possible theoretical mechanism through which such effects occur? An online experiment examined these questions by testing the effect of reader comments (positive vs. negative), number of “re-tweets” and “likes” (low vs. high), and coverage frequency (infrequent vs. frequent) on message credibility and issue importance. Negative reader comments decreased message credibility and issue importance through the downstream effect of bandwagon perceptions on attention and construct accessibility.

How Do Online Comments Persuade News Readers? Testing the Role Played by Bandwagon Perceptions, Exemplification, and Warranting Value

Abstract: Comment sections that accompany online news often digress into hostility between readers, leading to undesired outcomes for news outlets. Why are readers susceptible to the effects of online comments? Are particularly memorable or authentic comments more likely to persuade readers? If so, do such effects occur across multiple types of news? An online experiment examined these questions by testing the effect of reader comments (positive vs. negative vs. no comment control) on news article credibility and issue perceptions. Results revealed that negative comments decreased news and issue perceptions through the mediating pathway of decreased bandwagon support. The effect was particularly strong among comments perceived as vivid and authentic, regardless of the type of news in question.

Toxic Teammates or Obscene Opponents? How Cooperation and Competition Influence Hostility towards Teammates and Opponents in an Online Game

Co-Authors: Dave Mclean, Graduate Student at the University of Florida’s College of Journalism and Communications

James D. Ivory, Associate Professor, Department of Communication, Virginia Tech

Abstract: Hostility among players is an ongoing problem for many types of online games, where the competitive, “high stakes” nature of ranked game play may foster anti-social behavior among game players. Not all games are created equal, however, as more online games now afford players with the opportunity to either play characters with cooperative goals or choose less competitive game environments. Does the mere presence of a competitive environment or a cooperative teammate affect hostile responses in violent online games? An online field experiment was conducted to answer to questions using a 2 (game mode competitiveness: causal vs. ranked) x 2 (cooperative confederate: present vs absent) x 2 (player allegiance: teammate vs. opponent) between-subjects design. Results suggest that teammates are typically more hostile than opponents, particularly in the absence of a cooperative confederate. The theoretical and practical implications of these findings are discussed.

When Do We Like What Others Like? The Effect of Audience Sentiment, Size, and Identity on Media Effects

Co-Author: S. Shyam Sundar, Pennsylvania State University

Abstract: It is now quite common to see the reactions and comments of other viewers while consuming digital media, but do they shape the effects that media content have on us? If so, do the effects of comments vary based on the assumed size or location of the audience? A laboratory experiment was conducted to manipulate the presence of three audience feedback metrics while viewing a violent movie scene: the sentiment of comments (positive vs. negative vs. control), the number of viewers (small vs. large) and the location of the audience (nearby vs. distant). Results show that content accompanied by a large audience (compared to a small audience) increased perceptions of crime frequency and decreased media enjoyment, with subsequent analyses revealing that the effect was mediated, in parallel, by presumed influence and attention. Theoretical implications of these findings are discussed.

Author: Stephenson Waters, Graduate Student at the University of Florida’s College of Journalism and Communications

Data Mining a ‘Month of Madness’ on Twitter: Analyzing Grief Expression and Slacktivism in the Aftermath of the Orlando, Dallas, and Nice Tragedies

Abstract: Under a self-presentation theory framework while focusing on two aspects of Twitter usage — the expression of grief after a tragedy and the concept known as “slacktivism” — the purpose of this research is to analyze temporal changes in online reactions to mass tragedies. This research will use data mining techniques to examine trends in language use and grief expression to determine if and how online reaction to tragedy changes over time.

Author: Jing (Taylor) Wen, Graduate Student at the University of Florida’s College of Journalism and Communications

Affective Persuasion of Comparative Advertisements: Interplay Between Context-Induced and Ad-Induced Affect

Co-Author: Linwan Wu, University of South Carolina, Columbia

Abstract: Both the advertising context and the advertisement itself are able to eliciting emotional feelings. This study conducted a 2 2 2 between-subjects experiment to investigate the interplay between context-induced and ad-induced affect on the effects of a comparative versus a non-comparative advertisement. The results showed that there were significant three-way interaction effects on participants’ ad and brand attitudes. In the condition of positive context-induced affect, participants preferred the comparative ad to the non-comparative ad when ad-induced affect was positive, but expressed similar responses to both types of ads when ad-induced affect was negative. In the condition of negative context-induced affect, participants expressed more favorable responses to the ad that elicited positive affect. This study is believed to provide both theoretical and practical implications to research of advertising and affective information processing. Directions for future studies are also discussed.