How (Not) to Talk on Twitter: Effects of Politicians' Tweets on Perceptions of the Twitter Environment.

Politicians' Twitter habits can vary considerably. Those who choose to use may do so as part of a broad discussion community or as a one-to-many broadcaster. Because each user sees a different mix of tweets, a politician seen by one user as interacting with the public may be seen by another as engaging in one-way communication, potentially prompting different evaluations of the politician, the ongoing discussion, or even Twitter itself. This study uses an experiment to test the effects of different engagement and framing styles in politician tweets on evaluations of the politician, other discussants, and Twitter itself. Findings suggest that politicians who use Twitter to broadcast, rather than engage with other users, not only receive worse evaluations themselves but that the negative evaluation carries over to other users discussing the same topics, as well as to evaluations of the utility of Twitter as an information source. This effect is attributed to intramedium interaction, in which reactions to one aspect of a multimedia object carry over to other aspects of the same object.

Intramedium Interaction and the Third-Person Effect: How Partisans Respond to YouTube Ads and Comments.

As digital media technologies have evolved and become more powerful, the prevalence of mixed-media content-that is, content that mixes multiple media such as text and video-has increased considerably. Perhaps nowhere is this more apparent than YouTube, now the Web's third most trafficked site. YouTube provides for video sharing in an environment otherwise dominated by textual titles, descriptions, and comments. As such, it is an ideal venue in which to examine the impact of intramedium interaction on message evaluation. This study uses a survey experiment to test first-person and third-person evaluations of campaign ads from the Obama and Romney campaigns, and the comments posted about them on YouTube, using two real ads and one set of fake comments. Findings suggest that partisan perceptions of the manipulated ads transfer to the constant comments, and that the contextual cue of the YouTube environment reciprocally impacts partisan evaluation of the ads themselves.

Frames and knowledge in mixed media: how activation changes information intake.

Many people consider strategic framing, the journalistic tendency to reduce politics to a game or competition focused on the tactical maneuvers of political actors, to be harmful to democracy because it erodes citizen interest in the democratic process. Our results demonstrate that this is not always the case. Testing the effects of textual strategic frames and video processing in a digital environment, we show that strategic frames may also provide a context that is more conducive to learning in mixed media news environments than that provided by value frames, those focused on the value conflict between principled policy opponents. Further analysis reveals that this effect is most clearly seen among people who read political blogs (i.e., those who are already active and interested in politics). Our data suggest that for individuals with cognitive networks built around ideological concerns, such as blog readers, value-framed messages provide cues to stop encoding new information, while strategically framed messages lead people to continue absorbing and learning in mixed media environments.