文章基本信息

标题：The Effects of Reader Comments on the Perception of Personalized Scandals: Exploring the Roles of Comment Valence and Commenters’ Social Status
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作者：Christian von Sikorski
期刊名称：International Journal of Communication
印刷版ISSN：1932-8036
出版年度：2016
卷号：10
页码：22
语种：English
出版社：USC Annenberg Center
摘要：Reader comments posted below online news articles may affect a reader’s issue perception. However, it remains unknown how people are influenced by commenters’ social status information (high versus low). Potential effects were examined in a 2 (opposing/supporting/no comments) × 2 (high-status/low-status/no comments) between-subjects online experiment in connection with a mediated scandal. A multivariate analysis of covariance revealed that most of the effects—for example, on individuals’ scandal perception and their demanded punishments—were triggered by opposing comments and when high-status commenters had posted the comments. The effects of supporting comments were rather limited.
其他摘要：Reader comments posted below online news articles may affect a reader’s issue perception. However, it remains unknown how people are influenced by commenters’ social status information (high versus low). Potential effects were examined in a 2 (opposing/supporting/no comments) × 2 (high-status/low-status/no comments) between-subjects online experiment in connection with a mediated scandal. A multivariate analysis of covariance revealed that most of the effects—for example, on individuals’ scandal perception and their demanded punishments—were triggered by opposing comments and when high-status commenters had posted the comments. The effects of supporting comments were rather limited.
关键词：media effects; reader comments; social status; scandal scandal