Selective avoidance on social media : A dissonance-reduction strategy?

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)

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Detail(s)

Original languageEnglish
Publication statusPublished - 25 May 2017

Conference

TitleThe 67th Annual Conference of the International Communication Association : Interventions: Communication Research and Practice
LocationHilton San Diego Bayfront Hotel
PlaceUnited States
CitySan Diego
Period25 - 29 May 2017

Abstract

Scholars have been debating whether today’s social media environment mitigates or deepens social cleavages, and how this affects the democratic process. But we know little about selective avoidance behaviors afforded by social media technologies that are intended to remove disconfirming information and views (e.g., hiding content, unfriending). This study seeks to explain why such behaviors occur in times of political conflict using a survey of 769 students from Hong Kong during the Umbrella Movement protests in 2014. Results show that: (1) encountering political disagreement in one’s online social network (Facebook) does not predict selective avoidance behaviors; (2) perceived incongruence between one’s opinion and the one held by the general public contributes to selective avoidance behavior, specifically, hiding content; and (3) in an incongruent opinion climate, encountering political disagreement in one’s online social network makes a person more likely to express political views on Facebook, which further predicts content removal confirming the self-reinforcing effect of expression.

Citation Format(s)

Selective avoidance on social media : A dissonance-reduction strategy? / ZHU, Qinfeng; SKORIC, Marko.

2017. Paper presented at The 67th Annual Conference of the International Communication Association : Interventions: Communication Research and Practice, San Diego, United States.

Research output: Conference Papers (RGC: 31A, 31B, 32, 33)32_Refereed conference paper (no ISBN/ISSN)