View
25
Download
4
Category
Preview:
Citation preview
SocialMediaandCitizenEngagementinAsia:AComparativeSurvey
CeDEMAsia2016Daegu,SouthKorea,December8th,2016
Introduction• Needtounderstandthepa.ernsofpoli2calengagementinthedigitalera• Focuson(Confucian)Asia• Similarsurveys:WorldValuesSurvey,AsiaBarometer• Examiningtheroleofcultureandpoli2calins2tu2ons
• Topics• Typesofuseandengagement• Exposuretodisagreement/selec2veavoidance• Racismandhatespeech• Knowledgegaps• Videogamingandengagement
Method• Compara2vesurvey• Commongroupsofques2onsacrosssocie2es• +country/topicspecificques2ons• 50+ques2ongroups
• Onlinepanels,2015-2017• Vendor:YouGov,HK/SGoffice• Approx.costpercountryUS$10,000-15,000• FirstsurveyconductedinSingaporeinSept2015
Countries/territories
• China(tobecompleted)• HongKong• Japan• Singapore• SouthKorea• Taiwan
CitizenEngagementinConfucianAsia
• China,HongKong,Singapore,SouthKorea,andTaiwansharemanycultural,linguis2c,andhistoricaltraits• S2ll,theyhavevastlydifferentpoli2calsystems,rangingfromauthoritariantoliberal-democra2c,whichshapestheimpactofsocialmediauseonpoli2callife• Highlywiredsocie2es–risingimportanceofsocialmediainsocialandpoli2callife• Increasingpoli2calpolariza2on
Projectleaders• MuneoKaigo,UniversityofTsukuba• TetsuroKobayashi,CityUniversityofHongKong• NojinKwan,UniversityofMichigan• TammyLin,Na2onalChengchiUniversity• NataliePang,NanyangTechnologicalUniversity• MarkoSkoric,CityUniversityofHongKong• BauhuaZhou,FudanUniversity
PoliticalExpressionandExposuretoDisagreementonSocialMedia:WhataretheImplications?
MarkoM.Skoric&QinfengZhuDepartmentofMediaandCommunica2onCityUniversityofHongKong,HongKongS.A.R.,China
• Socialmediapromoteexpansionofhumansocialnetworks• Facebookasanetworkcenteredaroundan“ego”• Only4-5degreesofsepara2onamongallFBusers• Dunbar’snumber(150)vs.#Facebookfriends(200-300)• Thegainispredominantlyinthedomainofweakandlatent2es
• WhatsApp,Line,KakaoTalk&WeChattakepeoplebacktotheir“psychologicalneighborhoods”
SocialMediaandHumanNetworks
• Expansionofhumansocialnetworksbringsmoreinforma2onsources• Greateraccesstopublicaffairsinforma2on• InformaDonàExpressionàTalkàParDcipaDon?• Moreinforma2onàgreaterneedforfact-checking,cura2on,andfiltering
• Intelligentagents/socialalgorithmorhuman/manual
SocialMedia&PoliticalInformation
SocialMediaUseandEngagement(Pearson’srcorrelations)
Skoric,M.M.,Zhu,Q.,Goh,D.,&Pang,N.(2016).Socialmedia&ci2zenengagement:Ameta-analy2creview.NewMedia&Society.
0
0.05
0.1
0.15
0.2
0.25
0.3
0.35
0.4
0.45
Informa2onaluse
Expressiveuse Rela2onaluse Iden2tyuse Entertainmentuse
• Poli2calexpressiononsocialmediaisoneofthepossiblepathstoinadvertentexposuretopoli2caldifferences(Brundidge,2010)• Poli2calexpressiononsocialmediaisopenmeantforaspecificaudience(Papacharissi,2012)• Therefore,itcouldleadtodisagreementwhenthemessage(s)reachtheunintendedaudiences
• Socialnetworksitesusehasadirecteffectonexposuretocross-cuqngperspec2ves(Kim,2011)• Impressionmo2va2onscanmakeindividualsmorerecep2vetowardscross-cuqngviews(Winter,Metzger,&Flanagin,2016)
PoliticalExpressiononSocialMediaandExposuretoDisagreement
• Homogeneousenvironmentsareidealforencouragingpoli2calpar2cipa2on(i.e.vo2ng)byreinforcingopinionsandpromo2ngrecogni2onofcommonproblems• Exposuretopoli2caldifferencedepressesvo2ngbecauseofincreasedsocialcostsandpoli2calambivalence(Mutz,2002)
• Exposuretocountervailingviewshasanega2veimpactonthelikelihoodofvo2ngbutencouragesotherformsofpar2cipa2on• e.g.,voluntaryac2vi2esandfutureinvolvementineitherpoli2calac2vismorpartypoli2cs(Paqe&Johnston,2009)
• Exposuretocross-cuqngonlinenetworksmayyielddifferentimpact,dependingontheformsofpar2cipa2on• Par2san-relatedac2vi2esvs.community-relatedengagement
ExposuretoPoliticalDisagreementandCitizenEngagement
ExposuretoIdeologicallyDiverseInformationandOpinionsonFacebook(USusers;Bakshyetal.,2015)
Unfriending&UnfollowinginIsrael
John,N.&DvirGvirsman,S.(2015)Idon'tlikeyouanymore:Poli>calunfriendingonFacebook.JournalofCommunica>on.
PoliticalParticipationandSelectiveAvoidanceinSingaporeandHongKong
SelectiveAvoidanceandProtestAttendance(HongKongOccupyCentral2014;studentsurvey)
Yes NoDidn’ta.end
9.5% 90.5%
Lowa.endance
8.5% 91.5%
Higha.endance
17.7%* 82.3% Yes NoDidn’ta.end
5.6% 94.4%
Lowa.endance
5.1% 94.9%
Higha.endance
18.2%* 81.8%
UnfriendingonFacebook
HidingFacebookposts
SelectiveAvoidanceandPoliticalParticipationduringtheElections(Singapore2015)
Duringtherecentelec2on,haveyoueverunfriendedorunfollowedsomeoneonSNS(Facebook,Twi.er,Instagram)?
Yes No
10.3% 89.7%
Rallya.endanceYes 15.7% 84.3%
No 8.3% 91.7%
Boughtcampaignproducts
Yes 31.5% 68.5%
No 8.6% 91.4%
Topreasons:① Publishedoffensive
posts② PublishedcontentI
disagreedwith③ Postedtoomuch④ Publishedpoststhat
couldoffendmyfriends
Currentstudy,HongKong2016
ResearchQuestions① Isexposuretodisagreementlinkedwiththe
greaterlikelihoodofunfollowingandunfriending?
② Ispersuasiononsocialmedialinkedwiththegreaterlikelihoodofunfollowingandunfriending?
③ Isimpressionmanagementonsocialmedialinkedwiththegreaterlikelihoodofunfollowingandunfriending?
Method• OnlinesurveyconductedinFeb2016• HongKongResidents18-65• 1500respondents• 97%socialnetworksiteusers
Results• Peoplewhoreportedtohaveunfriendedorunfollowedsomeoneencounteredmoredisagreementonsocialmedia(M1=3.38,M2=2.83,t(df)=-3.96(1289),p<.001)
2.5
2.6
2.7
2.8
2.9
3
3.1
3.2
3.3
3.4
3.5
Unfriended/unfollowed Others
Results2• Peoplewhoreportedtohaveunfriendedorunfollowedalsohadmoreconversa2onwithothersholdingsimilarviews(M1=3.69,M2=3.01,t(df)=-4.68(1289),p<.001).
0.00
0.50
1.00
1.50
2.00
2.50
3.00
3.50
4.00
Unfriended/unfollowed Others
Results3• PeoplewhoreportedtohaveunfriendedorunfollowedsomeonearemorelikelytouseSNSsforimpressionmanagement(presen2ngandcensoringoneselfonFacebookinordertogainsocialapproval)(M1=4.39M2=3.97,t(df)=-3.77(1289),p<.001).
3.7
3.8
3.9
4
4.1
4.2
4.3
4.4
4.5
Unfriended/unfollowed Others
Results4• Peoplewhoreportedtohaveunfriendedorunfollowedsomeonearealsomorelikelytousesocialmediatopersuadeorinfluenceothers(M1=3.85,M2=3.21,t(df)=-4.71(1289),p<.001).
2.8
3
3.2
3.4
3.6
3.8
4
Unfriended/unfollowed Others
Discussion
• Expressive,informa2onandrela2onalusesofsocialmediaarethemostsignificantpredictorsofpoli2calandcivicac2on• Expressionanddiscussionmayleadtodisagreement• Mayleadtoselec2veavoidance(unfriendingandunfollowing)
• Selec2veavoidancealsolinkedwithincreasedpoli2calpar2cipa2on• Direc2onofcausality?
Discussion—continued• Differentstrategiesfordifferentaudiences?• Peoplemaycaremoreaboutgainingafavorableimpressionfromsimilarothersthanfromdissimilarothers• Impressionmanagementmorerelevantforin-groupbuildingandsenseofbelonging
• But,peoplearealsomorelikelytobedrivenbypersuasionmo2va2onswheninterac2ngwithdisagreeingothers• Unfollowing/unfriendingasaconsequenceoffailedpersuasiona.empts?
• Exposuretodiverseviewsanddisagreementisgoodfordemocracyandengagementwithcommunity• But,par2sanengagementandprotestpar2cipa2onneedopinionreinforcement,notconflictorambiguity• “Fakenews”duringtheUSelec2ons
• Somecontextsrequiremorehomophilicenvironments• Socialmediapla�ormsmayincreasethelikelihoodofexposuretopoli2caldifferenceanddisagreement• But,theyalsoenableeasyfilteringandremovalofcontent(andpeople)whenneeded
• Howdoweensurethatci2zensareexposedtodiverseviews?• Pressuringsocialmediacompanies?• Providingmoreofflinepublicspacesforci2zeninterac2on?
Conclusion
Thankyou!
Recommended