Dr. Bartosz Wojdynski

Jim Kennedy New Media Professor; Director of the Digital Media Attention and Cognition (DMAC) Lab; Associate Professor, Journalism

About: Dr. Wojdynski teaches courses in multimedia journalism, interactive media, and psychological effects of communication technology. He researches the effects of design and presentation characteristics in digital media on attention, selection, cognition, and attitudes. He directs the Digital Media Attention and Cognition Lab.

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Education

Ph.D., Mass Communication, University of North Carolina at Chapel Hill
M.A., Mass Communication, University of North Carolina at Chapel Hill
B.A., American Studies and English, University of North Carolina at Chapel Hill

Research Interests and Activities

Dr. Wojdynski’s research focuses on the role technological and design variables play in how users choose and process information in digital media. He is particularly interested in the role that interactivity and navigability play in influencing attention to, elaboration upon, and retention of content. His research consists primarily of experimental studies involving websites and web-based news delivered on computers and mobile devices. To better understand what happens in the course of media use, Wojdynski’s research uses eye-tracking and response-time measures in addition to questionnaire-based responses. Recently, he has examined effects of web navigability on content selection and recall, and the influence of exemplars in non-linear interactive news stories on risk perceptions. Wojdynski has presented his research at a number of national and international conferences, and his research has been published or accepted in journals including the International Journal of Advertising, Journal of Media Psychology, Cyberpsychology, Behavior & Social Networking, Journal of the Association for Information Science and Technology, and Newspaper Research Journal, among others.

Looks Real, or Really Fake? Warnings, Visual Attention and Detection of False News Articles. Bartosz Wojdynski, Brittany Nicole Jefferson & Matthew Binford

Abstract: In recent years, online misinformation designed to resemble news by adopting news design conventions has proven to be a powerful vehicle for deception and persuasion. In a 2 (prior warning: present/absent) x 2 (article type: false/true) eye-tracking experiment, news consumers (N=49) viewed four science news articles from unfamiliar sources, then rated each article for […]

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The Covert Advertising Recognition and Effects (CARE) model: Processes of persuasion in native advertising and other masked formats Nathaniel J. Evans and Bartosz Wojdynski

Abstract: Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important for understanding users’ psychological responses. Research across various covert advertising formats including various forms of sponsored editorial content, other native advertising formats, and product placement […]

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Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition Nathaniel J. Evans, Bartosz Wojdynski & Michael Harman

Abstract: The purpose of this study was to investigate the role of advertising format and cognitive load in shaping the effect of covert advertisements on participants advertising recognition and outcomes. In a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment (N = 82), participants […]

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Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising Matthew Binford, Bartosz Wojdynski & Shuoya Sun

Abstract: The present study sought to define and test the effects of “mistargeting” – that is, the phenomenon in which consumers are delivered online behavioral advertising (OBA) that has served them an irrelevant ad based on misinterpreted characteristics. Results of a 2 (ad mechanism disclosure: present/absent) x 2 (targeted ad accuracy: high/low) between-subjects experiment (N […]

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Fighting the tide: How U.S. health organizations use Twitter to address the opioid crisis. Hyoyeun Jun, Youngji Seo, Andrea Briscoe & Bartosz Wojdynski

Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual of tweets can achieve the most effective communication for opioid epidemic including text characteristics, perceived discrete emotion and visual components of images. This study found […]

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Guilt by association: How chumbox advertising affects news readers’ perceptions Bartosz Wojdynski

Abstract: As content referral widgets and other forms of native advertising continue to be lucrative means of subsidizing journalism, critics and industry observers have derided these “chumboxes” as damaging to the user experience and the journalism they’re adjacent to. This study theorizes mechanisms behind this proposition and tests it in two controlled experiments. Results suggest […]

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Look around and learn: Effects of 360-degree video in online news Bartosz Wojdynski, Ivanka (Radovic) Pjesivac, Jihoon (Jay) Kim, Keith Herndon & Matthew Binford

Abstract: In a between-subjects eye-tracking experiment, adult readers of a large metropolitan daily newspaper (N=70) viewed and evaluated one of two versions of the same online news feature: one with an embedded 360-degree video alongside text and images, and the other using exclusively text and static images. Findings show that the presence of 360-degree video […]

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Who paid for what? The role of visual attention to content and disclosures in Facebook political advertising Matthew Binford, Shuoya Sun & Bartosz Wojdynski

Abstract: Recently, Facebook has changed the way they display the disclosure language regarding political advertisements in an attempt to increase transparency. The goal of this study was to use eyetracking to determine the effectiveness of the new disclosure language and to assess other important factors dealing with how users look at political ads. Findings suggest […]

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Interactive infographics’ effect on elaboration in agricultural communication. Bartosz Wojdynski

Abstract: In public health, politics, and advertising, interactive content spurred increased elaboration from audiences that were otherwise least likely to engage with a message. This study sought to examine interactivity as an agricultural communication strategy through the lens of the Elaboration Likelihood Model. Respondents were randomly assigned a static or interactive data visualization concerning the […]

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Fighting the tide: How U.S. health organizations use Twitter to address the opioid crisis Andrea Briscoe, Bartosz Wojdynski & Hyoyeun Jun

Abstract: This content analysis evaluated tweets about the opioid epidemic published in 2018 by U.S. federal and state health organizations to find out what components of both textual and visual of tweets can achieve the most effective communication for opioid epidemic including text characteristics, perceived discrete emotion and visual components of images. This study found […]

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Changing the game: The effects of cognitive load and brand prominence on covert advertising recognition. Nathaniel J. Evans, Michael Harman & Bartosz Wojdynski

ABSTRACT: The present study (N=82) employed a 2 (advertisement format: advergame vs. video commercial) x 2 (brand prominence: low (Asus) vs. high (KFC)) between-subjects factorial experiment to investigate the effect of advertising format on advertising recognition and cognitive load. Findings show that advergames, in comparison to online video commercials, are more difficult for consumers to […]

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Can we prime users to verify information? A study of visual attention to page cues and information search in response to online misinformation styled as news. Bartosz Wojdynski, Brittany Nicole Jefferson, Matthew Binford & Hyoyeun Jun

ABSTRACT: Misinformation that borrows from the design conventions of online news, often called simply “fake news,” is intentionally misleading and deceptive information packaged and disseminated in such a way that it mimics legitimate news (Tandoc, Lim, & Ling, 2018). The spread of misinformation styled as news is not only troublesome in the context journalism, but […]

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How users rely on heuristics and emotions to form credibility impressions of novel online news articles. Bartosz Wojdynski, Hyoyeun Jun, Matthew Binford, Brittany Nicole Jefferson, Andrea Briscoe, Youngji Seo & Shuoya Sun

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 […]

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“Changing the Game: The Effects of Cognitive Load and Brand Prominence on Covert Advertising Recognition.” Nathaniel J. Evans, Michael Harman & Bartosz Wojdynski

Abstract: This study first investigated the effect of advertising format (advergames vs online video commercials) on consumers’ ability to recognize advertising. Second, we tested how advertising format differentially impacted consumers’ self-reported cognitive load. Third, we examined how cognitive load impacted consumers’ ability to recognize advertising. Finally, we investigated the moderating effect of brand prominence on […]

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How level of personalization affects the effectiveness of personalized ad messages: The moderating role of narcissism. Bartosz Wojdynski

ABSTRACT: This study examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. The study further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results showed that individuals higher in narcissism pay greater and more frequent attention to advertisements […]

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Reducing native advertising deception: Revisiting the antecedents and consequences of persuasion knowledge in digital news contexts. Bartosz Wojdynski

ABSTRACT: Building on the persuasion knowledge model, this study examines how audience characteristics and native advertising recognition influence the covert persuasion process. Among a nationally representative sample of U.S. adults (N = 738), we examined digital news readers’ recognition of a sponsored news article as advertising. Although fewer than 1 in 10 readers recognized the […]

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Using directional cues in immersive journalism: The impact on information processing, narrative transportation, presence, news attitudes, and credibility. Matthew Binford, Keith Herndon, Jooyoung Kim & Bartosz Wojdynski

Abstract: This study examined the effects of the use of directional cues in immersive journalism on information recall, attitudes towards a news story, narrative transportation, presence, and message credibility by conducting a randomized between-subjects three-condition lab experiment (N=90) with community participants using three versions of originally produced 360̊ video news story. The study found that […]

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Getting a Little Too Personal? Positive and Negative Effects of Personalized Advertising on Online Mutitaskers. Hyoyeun Jun, Taeyeon Kim, Jihoon (Jay) Kim & Bartosz Wojdynski

Abstract: A between-subjects experiment tested the effects of medium (location-based) and high (individually tailored) personalized advertising on online news readers, half of whom also paid attention to a podcast while reading. Results showed that the main effect of multitasking was not significant, suggesting that no significant difference in attitude toward the ad emerged between the […]

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Teaching Specialties

Dr. Wojdynski’s teaching specialties include multimedia journalism, interactive design and programming, data visualization, psychological effects of mass media, and quantitative research methods.

Experience

Prior to receiving his Ph.D., Dr. Wojdynski worked in print and online news media, and developing interactive health and education web content, including projects funded by NASA and the National Institute on Drug Abuse. He has also served as a usability consultant for interactive online media.

Wojdynski, Bart
In the News

Bartosz Wojdynski named Jim Kennedy Professor of New Media

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Grady College faculty member studies media consumption

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Making sense of fake news

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Growing demand leads Grady College to offer additional online courses for summer semester

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