ABSTRACT

This study tests two overarching research questions: 1) Are Democrats more likely to share an environmental video on social media and, if so, why? 2) Does environmental information (e.g. a video on social media) expand or attenuate the partisan gap on environmental issues? Three methods of data collection (online survey, cognitive map drawing, and Dialsmith Perception Analyzer for moment-to-moment reactions) were used. We tested a model that investigated how partisan affiliation, the video’s perceived persuasiveness, and the video’s perceived benefit to one’s social media network influenced respondents’ willingness to share the video on social media. We explained 42% of the willingness to share. By picking an environmental issue our respondents knew little about, we showed that an advocacy video can reduce the attitude and behavioral gaps between partisan groups. Our results are important for environmental advocates as well as persuasion and social media theorists.

抽象的

这项研究测试了两个总体研究问题：1）民主党人是否更有可能在社交媒体上分享环境视频？如果是，为什么？2）环境信息（例如社交媒体上的视频）是否扩大或缩小了党派在环境问题上的分歧？使用了三种数据收集方法（在线调查，认知地图绘制和用于瞬间到瞬间反应的Dialsmith感知分析器）。我们测试了一个模型，该模型调查了党派归属，视频的感知说服力以及视频对社交媒体网络的感知收益如何影响受访者在社交媒体上共享视频的意愿。我们解释了42％的分享意愿。通过选择环境问题，我们的受访者对此一无所知，我们展示了一个宣传视频可以减少游击队之间的态度和行为差距。我们的研究结果对环境倡导者以及说服力和社交媒体理论家来说都是重要的。