Social Media Activism in Response to the Influence of Political Parody Videos on YouTube
Social Media Activism in Response to the Influence of Political Parody Videos on YouTube
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DOI：
10.1177/0093650211405649
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发表时间：
2011-10-01
影响因子：
6.2
通讯作者：
Golan, Guy J.
中科院分区：
文献类型：
--
作者：
Lim, Joon Soo;Golan, Guy J.
基于第三人称效应的感知和行为成分的学术研究，本实验研究通过改变视频制作者的感知意图和感知曝光水平，探讨了政治模仿视频对自我和他人的感知影响。基于先前对这种假定影响的行为后果的研究，我们测试了一个分层回归模型，以显示对他人的感知影响如何预测个人参与社交媒体活动的意愿（即，纠正措施）。结果表明，在我们的研究中，参与者表现出更大的感知影响的政治模仿视频时，它是由一个源的高说服力的意图比低说服力的意图。与我们对感知暴露影响的预测不同，我们没有发现感知暴露水平对推定的对他人的影响的影响。最后，分层回归分析的结果表明，对他人影响的感知与参与者采取纠正行动的意愿呈正相关-参与政治社交媒体活动的可能性。
Grounded in scholarship on both the perceptual and behavioral components of the third-person effect, the present experimental study examined the effects of perceived impact of political parody videos on self and on others, by varying the perceived intent of the video producer and perceived level of exposure. Building on previous research on the behavioral consequences of such presumed influence, we tested a hierarchical regression model to show how perceived influence on others predicted individuals' willingness to engage in social media activism (i.e., corrective actions). Results demonstrated that participants in our study showed greater perceived influence of the political parody video when it was presented by a source of highly persuasive intent than by a source of low persuasive intent. Unlike our prediction for the effect of perceived exposure, we did not find the effect of perceived level of exposure on the presumed influence on others. Finally, the results of a hierarchical regression analysis showed that the perception of influence on others was positively associated with participants' willingness to take a corrective action-the likelihood of engaging in political social media activism.