Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
SOCIAL
PRESENCE,
AND
JOURNALISTIC
USE OF TWITTER
Jeremy J. Littau
Lehigh University
Mi Rosie Jahng
Hope College
BACKGROUND
INTERACTIVITY
➤ Replies
➤ Public replies
➤ Retweets
➤ Quote tweets
HIGH
SOCIAL
CUE
LOW
SOCIAL
CUE
INTERACTIVITY &
CREDIBILITY➤ When users assess journalists
they don’t know via search or
retweets:
➤ Interactivity is good...
OUR PURPOSE
SNAP
JUDGEMENTS➤ PREVIOUS STUDY:
➤ How do users assess the
credibility of a source when
they run into news online?
➤ CURRE...
STUDY SCOPE
➤ Content analysis of 555
journalist profiles
➤ Scored on:
➤ Coverage area (lifestyle,
business, civic issues,...
FINDINGS
43.9% OF PROFILES EXHIBITED HIGH
SOCIAL CUE➤ Lifestyle, technology only categories to reverse high/low split
➤ Sports, civ...
40.8% OF PROFILES EXHIBITED HIGH
INTERACTIVITY➤ Lifestyle, technology, media only categories to reverse
high/low split
➤ M...
A CLOSER LOOK
1. High amounts of social presence were a strong predictor of
high interactivity.
2. Job, not topic area, is...
IMPLICATIONS
➤ Social presence is a bridge to
interactivity. This has training
implications.
➤ How open should we be?
Where is the line...
Upcoming SlideShare
Loading in …5
×

Littau Jahng

65 views

Published on

ISOJ 2016

Published in: News & Politics
  • Be the first to comment

  • Be the first to like this

Littau Jahng

  1. 1. SOCIAL PRESENCE, AND JOURNALISTIC USE OF TWITTER Jeremy J. Littau Lehigh University Mi Rosie Jahng Hope College
  2. 2. BACKGROUND
  3. 3. INTERACTIVITY ➤ Replies ➤ Public replies ➤ Retweets ➤ Quote tweets
  4. 4. HIGH SOCIAL CUE LOW SOCIAL CUE
  5. 5. 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.
  6. 6. OUR PURPOSE
  7. 7. 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?
  8. 8. 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
  9. 9. FINDINGS
  10. 10. 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
  11. 11. 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
  12. 12. A CLOSER LOOK 1. 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 interact 2. Editors and executives less likely to interact.
  13. 13. IMPLICATIONS
  14. 14. ➤ 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?

×