Applying Behavioral Contagion Theory to Examining Young Adults’ Participation in Viral Social Media Challenges
Applying Behavioral Contagion Theory to Examining Young Adults’ Participation in Viral Social Media Challenges
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应用行为传染理论来检验年轻人参与病毒式社交媒体挑战的情况
DOI：
10.1145/3538383
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发表时间：
2022
期刊：
影响因子：
--
通讯作者：
Wisniewski, Pamela J.
中科院分区：
文献类型：
--
作者：
Abraham, Jaclyn;Roth, Rebecca;Zinzow, Heidi;Chalil Madathil, Kapil;Wisniewski, Pamela J.
病毒式社交媒体挑战在多个社交媒体平台爆发。虽然社交媒体用户参与旨在支持良好事业的亲社会挑战，如冰桶挑战，但一些挑战（例如，肉桂挑战）也可能是危险的。为了了解过去参与病毒式社交媒体挑战的年轻人的影响因素，经验和反思，我们对30名大学生（18-27岁）进行了采访。我们将行为传染理论作为一个定性的透镜，以了解该理论是否有助于解释促成他们参与的因素。我们发现，行为传染理论是有用的，但不能完全解释年轻的社交媒体用户如何以及为什么参与病毒式挑战。专题分析发现，显性社会影响和内在因素（即，社会压力、娱乐价值和寻求关注）也在挑战参与中发挥了关键作用。此外，我们确定了亲社会和潜在风险的社交媒体挑战之间的不同模式。那些参与亲社会挑战的人似乎更有社会动机，因为他们看到自己与他们观察到的执行挑战的个人之间有更多相似之处，并且更有可能受到朋友的直接鼓励参与。相比之下，那些进行潜在风险挑战的人通常没有看到与其他挑战参与者的相似之处，他们也没有得到同龄人的直接鼓励;然而，这些参与者中有一半表示，如果他们更了解身体伤害的可能性，他们就不会参与挑战。我们考虑了病毒式社交媒体挑战给年轻人带来的好处和风险，目的是通过降低风险来优化这些互动，而不是完全阻止它们。
Viral social media challenges have erupted across multiple social media platforms. While social media users participate in prosocial challenges designed to support good causes, like the Ice Bucket Challenge, some challenges (e.g., Cinnamon Challenge) can also potentially be dangerous. To understand the influential factors, experiences, and reflections of young adults who participated in a viral social media challenge in the past, we conducted interviews with 30 college students (ages 18–27). We applied behavioral contagion theory as a qualitative lens to understand whether this theory could help explain the factors that contributed to their participation. We found that behavior contagion theory was useful but not fully able to explain how and why young social media users engaged in viral challenges. Thematic analyses uncovered that overt social influence and intrinsic factors (i.e., social pressure, entertainment value, and attention-seeking) also played a key role in challenge participation. Additionally, we identified divergent patterns between prosocial and potentially risky social media challenges. Those who participated in prosocial challenges appeared to be more socially motivated as they saw more similarities between themselves and the individuals that they observed performing the challenges and were more likely to be directly encouraged by their friends to participate. In contrast, those who performed potentially risky challenges often did not see similarities with other challenge participants, nor did they receive direct encouragement from peers; yet, half of these participants said they would not have engaged in the challenge had they been more aware of the potential for physical harm. We consider the benefits and risks that viral social media challenges present for young adults with the intent of optimizing these interactions by mitigating risks, rather than discouraging them altogether.
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