ABSTRACT

Most major platforms and news portals use the feed approach to information display, which offers people the ability to engage in continuous scrolling. This affordance, “scrollability,” is an understudied feature that changes how people consume news. The endless scroll presents opportunities to monetize attention for advertisers, and a seemingly bottomless supply of headlines for news consumers. Moreover, more people report scrolling headlines than actually reading news stories. A scrollable technical environment creates circumstances that encourage headline reading, or what we call “news-scrolling,” and yet we know little about the consequences of scrollability for other behaviors. In this paper we set forth an argument for increased scholarly attention to scrollability in the context of online news consumption, and articulate a theoretical framework for explaining the behaviors of news-scrollers and news-clickers.

摘要

大多数主要平台和新闻门户都使用 feed 方式来显示信息，这使人们能够进行连续滚动。这种可供性（即“可滚动性”）是一项尚未得到充分研究的功能，它改变了人们消费新闻的方式。无休无止的滚动为广告商提供了将注意力货币化的机会，也为新闻消费者提供了看似无穷无尽的头条新闻。此外，报道滚动标题的人比实际阅读新闻报道的人还要多。可滚动的技术环境创造了鼓励标题阅读的环境，或者我们所说的“新闻滚动”，但我们对可滚动性对其他行为的影响知之甚少。在本文中，我们提出了一个论点，要求学术界更加关注在线新闻消费背景下的可滚动性，