Javascript är avstängt eller blockerat i din webbläsare. Detta kan leda till att vissa delar av vår webbplats inte fungerar som de ska. Sätt på javascript för optimal funktionalitet och utseende.

Webbläsaren som du använder stöds inte av denna webbplats. Alla versioner av Internet Explorer stöds inte längre, av oss eller Microsoft (läs mer här: * https://www.microsoft.com/en-us/microsoft-365/windows/end-of-ie-support).

Var god och använd en modern webbläsare för att ta del av denna webbplats, som t.ex. nyaste versioner av Edge, Chrome, Firefox eller Safari osv.

nils holmberg

Nils Holmberg

Universitetslektor

nils holmberg

The Cueing Power of Comments on Social Media : How Disagreement in Facebook Comments Affects User Engagement with News

Författare

  • Anamaria Dutceac Segesten
  • Michael Bossetta
  • Nils Holmberg
  • Diederick C Niehorster

Summary, in English

Previous research demonstrates that conflict framing in news articles can influence individuals’ attention, selection, and distribution of news. However, no study has examined whether the valence of social media comment fields can trigger similar effects for news engagement on Facebook. In this mixed-methods study, we combine eye tracking with surveys, and conduct an experiment in which participants (n = 96) were exposed to 20 Facebook news posts from the Swedish tabloid Aftonbladet. Under each post, we presented participants with a pair of real (but anonymized) Facebook comments that were either in agreement or disagreement with one another. We then examined how this manipulation influenced participants’ visual attention to comment fields, their self-reported likelihood to click on the post to read the full story, and their self-reported likelihood to share the news post to their Facebook network. Our results show that comments in disagreement increased users’ visual attention to comments, decreased their likelihood to share the post, and had no effect on their likelihood to read the news article associated with the post. Thus, the presence of disagreement in comments does cue news engagement on Facebook, but the effect is not uniform across different news engagement behaviors. Moreover, engagement with hard versus soft news topics also varied. Disagreement in comments to Facebook posts about soft news topics (Entertainment, Society, and Sports) increased users’ attention to the comments field. In contrast, comment disagreement for hard news topics (Economy and Politics) reduced users’ attention to the comment field, as well as their self-reported likelihood to read the post.

Avdelning/ar

  • Institutionen för strategisk kommunikation
  • Centrum för Europaforskning
  • Europastudier
  • Medie- och kommunikationsvetenskap
  • Humanistlaboratoriet
  • Institutionen för psykologi

Publiceringsår

2020-12-12

Språk

Engelska

Publikation/Tidskrift/Serie

Information, Communication & Society

Dokumenttyp

Artikel i tidskrift

Förlag

Taylor & Francis

Ämne

  • Media and Communications

Status

Epub

Projekt

  • Eye-tracking the news: How comment civility affects news shareability on social media

ISBN/ISSN/Övrigt

  • ISSN: 1369-118X