The gap between sharing and reading news on social media: A multi-method investigation

Autor: Hang Yee Chan, Christin Scholz, Elisa C Baek, Emily B. Falk
Rok vydání: 2022
Popis: We investigate the gap between sharing and reading information on social media by multiple methods. Analysis of a neuroimaging dataset shows that news articles with high click-throughs on Facebook evoked greater value-related brain activity, while greater affect-related brain activity was associated with high share-forwards, suggesting that affective response drove the share-versus-read gap. In a separate field study of 297,765 Facebook posts of news articles from 518 US news organizations, we again found that strong affective responses were associated with excess share-forwards. Lastly, participants (N = 298) in an intervention study who were nudged to shift their focus from affect to utility showed greater alignment between click-through and share-forward intentions. Combining different methodologies, these studies highlight the role of affect in our desire to share partial information with others, independent of our desire to read them in full.
Databáze: OpenAIRE