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Littau Jahng

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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?

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