Littau Jahng
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Transcript of Littau Jahng
INTERACTIVITY,SOCIAL
PRESENCE,AND
JOURNALISTICUSE OF TWITTER
Jeremy J. LittauLehigh University
Mi Rosie JahngHope College
BACKGROUND
INTERACTIVITY➤ Replies➤ Public replies➤ Retweets➤ Quote tweets
HIGHSOCIALCUE
LOWSOCIALCUE
INTERACTIVITY & CREDIBILITY➤ When users assess
journalists they don’t know via search or retweets:➤ Interactivity is good! In
fact, it mitigates problems such as gender effects.
➤ Social disclosure creates positive impressions, but doesn’t affect credibility.
Jahng, M., Littau, J. (2016). Interacting is believing: Interactivity, social cue, and perceptions of journalistic credibility on Twitter. Journalism & Mass Communication Quarterly, 93(1), 38-58.
OUR PURPOSE
SNAP JUDGEMENTS➤ PREVIOUS STUDY:
➤ How do users assess the credibility of a source when they run into news online?
➤ CURRENT STUDY:➤ How interactive are
journalists, and is there some relationship with social presence?
STUDY SCOPE➤ Content analysis of 555
journalist profiles➤ Scored on:
➤ Coverage area (lifestyle, business, civic issues, science/tech, media, politics, opinion, sports)
➤ Interactivity ratio (20 most recent tweets)
➤ Social cue ratio
FINDINGS
43.9% OF PROFILES EXHIBITED HIGH SOCIAL CUE➤ Lifestyle, technology only categories to reverse
high/low split➤ Sports, civics, media more severe versions of split
40.8% OF PROFILES EXHIBITED HIGH INTERACTIVITY➤ Lifestyle, technology, media only categories to reverse
high/low split➤ Most lower categories closer to mean than on social
cue
A CLOSER LOOK1. High amounts of social presence were a strong
predictor of high interactivity.2. Job, not topic area, is mostly driving interactivity
1. Content creators are likely to interact2. Editors and executives less likely to interact.
IMPLICATIONS
➤ Social presence is a bridge to interactivity. This has training implications.
➤ How open should we be? Where is the line for professionalism?
➤ Interactivity is not monolithic across the professions. Role matters. So does coverage topic.
➤ Bring out the trolls: Is passion/fandom in follower base driving less engagement?