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Online News on Social
Networking Sites: The Affect of
  SNS on Effortful Thinking

Monica Noriega – Santa Clara University
How are social networks
         changing news content?
Research Questions:
o Does the shift from print to online media value quantity
  over quality news content?

o Does access to more sources of information make us more
  informed?
  o Are habitual users of SNS more knowledgeable and engaged than
    those who do not use SNS?

o Which groups are more affected most by this shift?
  o Disadvantaged youth
  o Does the immediate availability of information on SNS transcend
    social boundaries and digital inequalities?
Orienting Points
o 24 out of the 25 largest
  newspapers are
  experiencing declines in
  circulation.

o 46% of Americans
  now have a smart
  phone
  o Smart phone owners
    outnumber users of
    more basic phones

o 93% of Teens use the
  internet
  o 80% of time is
    spent on SNS
Trends in Literature
o Benson, Rodney. Bringing the Sociology of
  Media Back In. Political Communication, 2004.

o Kirchoff, Suzanne. The U.S. Newspaper
  Industry in Transition. Journal of Current Issues
  in Media & Telecommunications. 2010.

o Tsfati, Yarviv. Online news exposure and
  trust in the mainstream media: exploring
  possible associations. American Behavioral
  Scientists. 2010.
Main Ideas
o   The race to be the first to report breaking news on
    SNS has resulted in disparities between print and
    online media.

o   Research on local newspapers in the U.S. suggests
    that increased competition leads to more
    sensationalized, superficial news coverage.

o   Habitual users of SNS internalize the views of the
    social and political world presented by SNS
Data Collection

o Wall Street Journal Archival Data


o 18 February 2012 – 12 March 2012
  o Total: 24 days

o Wall Street Journal print headlines.


o WSJ main Twitter page (@WSJ)
Sociological Theory
o Social impact theory: social influence depends
  on:
    o Strength– The stronger the source, the greater
        the influence.
        o When other people view the other members of that
           group as competent, they are more likely to
           conform to their judgments.
    o Immediacy– The closer the source, the greater
        the impact
    o As the number of sources increases, so
      does their influence– up to a point.
My Contribution
o Social Impact Theory:
 o There should be a less impact on a target who is strong and
   far from the source than one who is weak and close to the
   source.
   o Non-users of SNS = strong and far
   o Habitual users of SNS = weak and
     close
Sociological Theory
o Evolutionary Theory of Stratification
 o When no single individual can master all
   aspects of a culture, specialization must
   occur.
   o Individuals will master parts of their
     culture and enter into exchanges with
     others who have mastered other parts.
   o Some aspects of a culture are more
     valued than others.
My Contribution
o No individual can master all aspects of SNS
  culture.
  o How do SNS users enter into exchanges
    with others?
    o 160 characters or less
    o Posts/Tweets
  o What is valued in SNS culture?
    o Immediacy vs. Accuracy
    o Quantity vs. Quality
Study Population
One-on-one
Interviews with SCU
students

                      Facebook
Age
                                80% Active Users
18-22 years

                      Twitter
Gender                          50% Active Users
Male 48%
Female 52%
Overview of Interview
                Questions
o     What do you know about _____ ?
      o   Not aware
      o   Aware
      o   Knowledgeable
o     Where did you hear about it?
    o  SNS (Facebook/Twitter)
    o  Word of mouth
    o  Official online news source
o     How strongly do you feel about this topic?
    o   Strongly for
    o   Strongly against
    o   Indifferent
―I watched the
#KONY2012 video on
 YouTube, let‘s make
kony famous! Obama
  needs to step up.‖
Joseph Konyis a Ugandan warlord
conscripting child soldiers. I heard about the
Invisible Children Campaign a couple years
  ago. The #KONY2012 campaign is
 misguidedbecause its more about
   marketing image than actual
   activism. A Facebook
                     ‗like‘
and buying a wristband isn‘t
  going to stop someone
     across the world.
―U.S. Warns Apple,
 Publishers—Justice     ―Afghan Air
Department Threatens       Force
  Lawsuits, Alleging     Probed In
Collusion Over E-Book      Drug
        Pricing‖         Running‖



Thursday
08 March
  2012
“Do you know who
                        Joseph Kony is?
  “The #Kony 2012
                        More on the viral
video has @rihanna,
                         video that has
   @alecbaldwin,
                        generated 40m+
 @justinbeiber& the
                           views since
White House talking.
                          appearing on
 How it caught fire:
                            YouTube.
 on.wsj.com/yftxgf”
                       On.wsj.com/yfb6nf”



Thursday
08 March
  2012
―Shootings Fray      “The Hunger
  Afghan Ties—U.S.      Games’ held
     Army Soldier       its premiere
  Allegedly Targeted        in Los
   Civilians in Their
                           Angeles
   Homes; ‗Beyond
     Explanation‘        tonight. We
                        have photos
                        on.wsj.com”

Monday
12 March
  2012
―The reliability of information on social
 networks is never questioned. People
post things on Facebook and Twitter that
are popular and catch peoples attention.
 The attention span of our generation is
   so short that people
                     don’t
really care if its true, they
 just keep on scrolling.‖
Digital Divide

o In earlier eras, youth would have to be
  privileged to have access to the content
  of adult oriented news media.

o Electronic media and SNS has transcended
  many social boundaries, but digital
  inequalities still exist.
Amanda Lenhart, Pew Research Center‘s Internet & American Life
Project. http:/www.pewinternet.org April 13, 2012 at The Annenberg
Public Policy Center of the University of Pennsylvania
Conclusions
o People who were more likelyto engage in effortful
  thinking used SNS less often.
o We have put a premium on a new set of skills–
  skimming and mimicking, rather than
  understanding and reflecting
o The ability to concentrate, think seriously, read
  deeply are not innate, they must be taught by
  engaging with complex ideas and arguments.

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Effortfulthinking

  • 1. Online News on Social Networking Sites: The Affect of SNS on Effortful Thinking Monica Noriega – Santa Clara University
  • 2. How are social networks changing news content? Research Questions: o Does the shift from print to online media value quantity over quality news content? o Does access to more sources of information make us more informed? o Are habitual users of SNS more knowledgeable and engaged than those who do not use SNS? o Which groups are more affected most by this shift? o Disadvantaged youth o Does the immediate availability of information on SNS transcend social boundaries and digital inequalities?
  • 3. Orienting Points o 24 out of the 25 largest newspapers are experiencing declines in circulation. o 46% of Americans now have a smart phone o Smart phone owners outnumber users of more basic phones o 93% of Teens use the internet o 80% of time is spent on SNS
  • 4. Trends in Literature o Benson, Rodney. Bringing the Sociology of Media Back In. Political Communication, 2004. o Kirchoff, Suzanne. The U.S. Newspaper Industry in Transition. Journal of Current Issues in Media & Telecommunications. 2010. o Tsfati, Yarviv. Online news exposure and trust in the mainstream media: exploring possible associations. American Behavioral Scientists. 2010.
  • 5. Main Ideas o The race to be the first to report breaking news on SNS has resulted in disparities between print and online media. o Research on local newspapers in the U.S. suggests that increased competition leads to more sensationalized, superficial news coverage. o Habitual users of SNS internalize the views of the social and political world presented by SNS
  • 6. Data Collection o Wall Street Journal Archival Data o 18 February 2012 – 12 March 2012 o Total: 24 days o Wall Street Journal print headlines. o WSJ main Twitter page (@WSJ)
  • 7. Sociological Theory o Social impact theory: social influence depends on: o Strength– The stronger the source, the greater the influence. o When other people view the other members of that group as competent, they are more likely to conform to their judgments. o Immediacy– The closer the source, the greater the impact o As the number of sources increases, so does their influence– up to a point.
  • 8. My Contribution o Social Impact Theory: o There should be a less impact on a target who is strong and far from the source than one who is weak and close to the source. o Non-users of SNS = strong and far o Habitual users of SNS = weak and close
  • 9. Sociological Theory o Evolutionary Theory of Stratification o When no single individual can master all aspects of a culture, specialization must occur. o Individuals will master parts of their culture and enter into exchanges with others who have mastered other parts. o Some aspects of a culture are more valued than others.
  • 10. My Contribution o No individual can master all aspects of SNS culture. o How do SNS users enter into exchanges with others? o 160 characters or less o Posts/Tweets o What is valued in SNS culture? o Immediacy vs. Accuracy o Quantity vs. Quality
  • 11. Study Population One-on-one Interviews with SCU students Facebook Age 80% Active Users 18-22 years Twitter Gender 50% Active Users Male 48% Female 52%
  • 12. Overview of Interview Questions o What do you know about _____ ? o Not aware o Aware o Knowledgeable o Where did you hear about it? o SNS (Facebook/Twitter) o Word of mouth o Official online news source o How strongly do you feel about this topic? o Strongly for o Strongly against o Indifferent
  • 13. ―I watched the #KONY2012 video on YouTube, let‘s make kony famous! Obama needs to step up.‖
  • 14. Joseph Konyis a Ugandan warlord conscripting child soldiers. I heard about the Invisible Children Campaign a couple years ago. The #KONY2012 campaign is misguidedbecause its more about marketing image than actual activism. A Facebook ‗like‘ and buying a wristband isn‘t going to stop someone across the world.
  • 15. ―U.S. Warns Apple, Publishers—Justice ―Afghan Air Department Threatens Force Lawsuits, Alleging Probed In Collusion Over E-Book Drug Pricing‖ Running‖ Thursday 08 March 2012
  • 16. “Do you know who Joseph Kony is? “The #Kony 2012 More on the viral video has @rihanna, video that has @alecbaldwin, generated 40m+ @justinbeiber& the views since White House talking. appearing on How it caught fire: YouTube. on.wsj.com/yftxgf” On.wsj.com/yfb6nf” Thursday 08 March 2012
  • 17. ―Shootings Fray “The Hunger Afghan Ties—U.S. Games’ held Army Soldier its premiere Allegedly Targeted in Los Civilians in Their Angeles Homes; ‗Beyond Explanation‘ tonight. We have photos on.wsj.com” Monday 12 March 2012
  • 18. ―The reliability of information on social networks is never questioned. People post things on Facebook and Twitter that are popular and catch peoples attention. The attention span of our generation is so short that people don’t really care if its true, they just keep on scrolling.‖
  • 19. Digital Divide o In earlier eras, youth would have to be privileged to have access to the content of adult oriented news media. o Electronic media and SNS has transcended many social boundaries, but digital inequalities still exist.
  • 20. Amanda Lenhart, Pew Research Center‘s Internet & American Life Project. http:/www.pewinternet.org April 13, 2012 at The Annenberg Public Policy Center of the University of Pennsylvania
  • 21. Conclusions o People who were more likelyto engage in effortful thinking used SNS less often. o We have put a premium on a new set of skills– skimming and mimicking, rather than understanding and reflecting o The ability to concentrate, think seriously, read deeply are not innate, they must be taught by engaging with complex ideas and arguments.

Hinweis der Redaktion

  1. Blumer says we cannot understand media without interaction and we cannot study media effects without-strength/immediacy/number of sources declining for print media-increasing for SNS