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Unformatted text preview: http://crx.sagepub.com/ Communication Research http://crx.sagepub.com/content/38/5/710 The online version of this article can be found at: DOI: 10.1177/0093650211405649 2011 38: 710 originally published online 24 May 2011 Communication Research Joon Soo Lim and Guy J. Golan Videos on YouTube Social Media Activism in Response to the Influence of Political Parody Published by: http://www.sagepublications.com can be found at: Communication Research Additional services and information for http://crx.sagepub.com/cgi/alerts Email Alerts: http://crx.sagepub.com/subscriptions Subscriptions: http://www.sagepub.com/journalsReprints.nav Reprints: http://www.sagepub.com/journalsPermissions.nav Permissions: http://crx.sagepub.com/content/38/5/710.refs.html Citations: What is This?- May 24, 2011 Proof - Aug 25, 2011 Version of Record >> at University of British Columbia Library on December 1, 2011 crx.sagepub.com Downloaded from Communication Research 38(5) 710–727 © The Author(s) 2011 Reprints and permission: sagepub.com/journalsPermissions.nav DOI: 10.1177/0093650211405649 http://crx.sagepub.com 405649 CRX X 10.1 7 /0 9365021 4056 49Lim and GolanCom unication Research © The Author(s) 201 Reprints and permis ion: ht p:/ w w. sagepub.com/journalsPermis ions.nav 1 Middle Tennessee State University, Murfreesboro, TN 2 Syracuse University, Syracuse, NY Corresponding Author: Joon Soo Lim, School of Journalism, Middle Tennessee State University, Murfreesboro, TN 37132 Email: [email protected] Social Media Activism in Response to the Influence of Political Parody Videos on YouTube Joon Soo Lim 1 and Guy J. Golan 2 Abstract Grounded in scholarship on both the perceptual and behavioral components of the third- person effect, the present experimental study examined the effects of perceived impact of political parody videos on self and on others, by varying the perceived intent of the video producer and perceived level of exposure. Building on previous research on the behavioral consequences of such presumed influence, we tested a hierarchical regression model to show how perceived influence on others predicted individuals’ willingness to engage in social media activism (i.e., corrective actions). Results demonstrated that participants in our study showed greater perceived influence of the political parody video when it was presented by a source of highly persuasive intent than by a source of low persuasive intent. Unlike our prediction for the effect of perceived exposure, we did not find the effect of perceived level of exposure on the presumed influence on others. Finally, the results of a hierarchical regression analysis showed that the perception of influence on others was positively associated with participants’ willingness to take a corrective action—the likelihood of engaging in political social media activism....
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- Spring '11
- British Columbia Library, University of British Columbia Library, social media activism