Inadvertent Learning on a Portal Site : A Longitudinal Field Experiment

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review

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Detail(s)

Original languageEnglish
Pages (from-to)729-749
Journal / PublicationCommunication Research
Volume47
Issue number5
Online published18 Sep 2017
Publication statusPublished - Jul 2020

Abstract

Shedding light on an apparent inconsistency between the conditional political learning model, which predicts a widening knowledge gap between news and entertainment seekers in high-choice media environments, and the evidence of inadvertent learning from major online outlets, we conducted a field experiment in a real-world setting that exogenously manipulated the relative proportions of news and entertainment in the headline section of a major portal site. Our 3-month experiment produced clear evidence of inadvertent learning among entertainment seekers. Entertainment seekers do not switch from a portal site to other websites, even when the choice of news is boosted, which in turn facilitates inadvertent learning and narrows the knowledge gap between news and entertainment seekers. Longitudinal analysis using a follow-up survey not only demonstrated that the inadvertent learning effect persisted even after 2 months of the experiment but also suggested that the effect spilled over to new learning opportunities.

Research Area(s)

  • inadvertent learning, news vs. entertainment seekers, political knowledge, field experiment

Bibliographic Note

Research Unit(s) information for this publication is provided by the author(s) concerned.

Citation Format(s)

Inadvertent Learning on a Portal Site : A Longitudinal Field Experiment. / Kobayashi, Tetsuro; Hoshino, Takahiro; Suzuki, Takahisa.

In: Communication Research, Vol. 47, No. 5, 07.2020, p. 729-749.

Research output: Journal Publications and Reviews (RGC: 21, 22, 62)21_Publication in refereed journalpeer-review