Bartosz Wojdynski, Camila Espina (Grady Ph.D student), Kate Keib (Grady Ph.D. student), Jen Malson (Grady Ph.D student), Hyejin Bang (Grady Ph.D. student) and Yen-I Lee (Grady Ph.D. student). (2017, May). Where readers look, and what they miss: Visual attention to online news. Accepted for presentation at the 67th annual International Communication Association (ICA) conference, San Diego, CA.
Abstract: Participants (N=88) in a two-condition (Facebook post information level: high vs. low) mixed factorial design took part in a laboratory experiment that utilized eye tracking to gauge what areas of the page in common news layouts attract viewers’ gaze, and whether this viewing amount of information about the story disclosed in the Facebook posts. The results show that several widely-held conventions about how online readers view online content do not apply to the reading of online news articles. In particular, the assumption that users’ visual gaze will proceed through the page in an F-shaped pattern needs to be qualified by the addition of the viewers’ entry point. Regardless of story content or minor variations in page design, a majority of viewers who access online stories never glance at information positioned above the start of the article text or main image (whichever is located closer to the top of the page). Implications for communication theory and online news practitioners are discussed.
How users rely on heuristics and emotions to form credibility impressions of novel online news articles.
ABSTRACT: Social media and other online platforms are increasingly the way consumers access news articles, which increases the likelihood of users visiting articles from sources they may not have visited on their own. Users of these platforms experience a tension between their tendency to focus resources on processing information rather than credibility assessment. In a […]
Bartosz WojdynskiHyoyeun JunMatthew BinfordYen-I LeeBrittany Nicole JeffersonAndrea BriscoeYoungji SeoShuoya Sun
Accepted for presentation at the 69th annual International Communication Association (ICA) conference, Washington, D.C.read more
“What Makes Social Movement Campaigns Go Viral on Social Media? The Role of Narrative Features and Cultural Influences.”
Abstract: Social movements and social issue related public discourse has become one of the most impactful public communication phenomena in the digital space. Previous studies have examined the association between information utility and content valence on message virality. However, little is known about what makes certain social movement narrative go viral quicker with greater magnitude […]