Research in communication and political science has underlined the relevance of participation offline and online for the performance and stability of democratic societies, and shown that media has a substantial impact on people's willingness to participate in political discourses. However, the impact of visual message features, prevalent in contemporary online environments, on political participation online remains unclear and needs further research. This article examines two research questions: How and under what conditions do digital news media images trigger political online participation? Which roles do specific image features (“photo news factors” such as negativity, emotionality, visual attraction, or saliency) play in this respect? Based on an experimental study integrating eyetracking measurement, our empirical analysis reveals that individuals are more willing to politically participate online, if they perceive news media images with specific “photo news factors”: press photography individuals acknowledge as surprising, emotional, attractive, newsworthy, that is geographically proximal, controversial, relevant, or salient. We also find that the sensory perception of news media images can cause a positive and significant impact. If the media image is regarded as being newsworthy or as negative by individual recipients, they are more likely to then engage in online participation.

中文翻译：

---

数字媒体图像对在线政治参与的影响：整合个人对“图片新闻因素”的感知的眼球追踪实验的结果

传播和政治学方面的研究强调了离线和在线参与对民主社会的表现和稳定的重要性，并表明媒体对人们参与政治言论的意愿产生了重大影响。但是，目前在线环境中普遍存在的视觉消息功能对在线政治参与的影响尚不清楚，需要进一步研究。本文研究了两个研究问题：数字新闻媒体图像如何以及在什么条件下触发在线政治参与？在这方面，特定的图像功能（诸如负面，情感，视觉吸引力或显着性等“图片新闻因素”）起着哪些作用？根据整合眼动追踪测量的实验研究，我们的经验分析表明，如果个人感知具有特定“照片新闻因素”的新闻媒体图像，则他们更愿意在线参与政治活动：新闻摄影人员承认其具有令人惊讶，情感，吸引力，新闻价值，这在地理上是近距离的，有争议的，相关的，或突出。我们还发现，新闻媒体图像的感官知觉可能会产生积极而重大的影响。如果单个接收者认为媒体形象具有新闻价值或负面新闻，那么他们更有可能进行在线参与。有争议的，相关的或明显的。我们还发现，新闻媒体图像的感官知觉可能会产生积极而重大的影响。如果单个接收者认为媒体形象具有新闻价值或负面新闻，那么他们更有可能进行在线参与。有争议的，相关的或明显的。我们还发现，新闻媒体图像的感官知觉可能会产生积极而重大的影响。如果单个接收者认为媒体形象具有新闻价值或负面新闻，那么他们更有可能进行在线参与。