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Effect of charismatic signaling in social media settings: Evidence from TED and Twitter
The Leadership Quarterly ( IF 9.924 ) Pub Date : 2021-02-27 , DOI: 10.1016/j.leaqua.2020.101476
Benjamin Tur , Jennifer Harstad , John Antonakis

Informal leaders in social media currently characterize a large part of political and economic communication on various challenges societies face, whether localized or transborder (e.g., COVID-19 pandemic, global warming). Scholars have theorized that charismatic signaling is effective in informal leadership settings; yet empirical evidence remains scarce in understanding a ubiquitous phenomenon that marks our times and plays an important role in shaping public opinion. In this article, we used two unique data sets extracted from social media to investigate the success of charisma for informal leaders, leaders who signal their beliefs and preferences to others but having no formal authority over them. Social media offers us a standardized medium as well as a natural environment to test our predictions. Using a sample of TED talks and tweets, we coded for objective markers of charisma and found that using more verbal charismatic signals predicted (a) higher views for TED talks as well as higher ratings for the extent to which the talk was found to be inspiring—beyond attractiveness and nonverbal behavior—and (b) more retweets. We discuss the implications of such results for both theory and practice in the media age.



中文翻译:

魅力信号在社交媒体环境中的影响:来自 TED 和 Twitter 的证据

目前,社交媒体中的非正式领导者在社会面临的各种挑战(无论是本地化的还是跨界的(例如,COVID-19 大流行、全球变暖))的政治和经济交流中都有很大的特点。学者们推测,魅力信号在非正式领导环境中是有效的;然而,在理解一个普遍存在的现象时,经验证据仍然很少,这种现象标志着我们的时代,并在塑造公众舆论方面发挥着重要作用。在本文中,我们使用从社交媒体中提取的两个独特数据集来调查非正式领导者的魅力是否成功,这些领导者向他人表明自己的信仰和偏好,但对他们没有正式的权威。社交媒体为我们提供了一个标准化的媒介和一个自然环境来测试我们的预测。使用 TED 演讲和推文的样本,我们对魅力的客观标记进行了编码,发现使用更多的口头魅力信号可以预测(a)TED演讲的更高观点以及演讲被认为是鼓舞人心的程度的更高评级 - 除了吸引力和非语言行为 - 和( b) 更多转发。我们讨论了这些结果对媒体时代的理论和实践的影响。

更新日期:2021-02-27
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