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Shifting from an audience to an active public in social viewing: Focusing on the discussion network

Title
Shifting from an audience to an active public in social viewing: Focusing on the discussion network
Authors
Lee J.Choi Y.
Ewha Authors
최윤정
SCOPUS Author ID
최윤정scopus
Issue Date
2017
Journal Title
Computers in Human Behavior
ISSN
0747-5632JCR Link
Citation
vol. 75, pp. 301 - 310
Keywords
Co-viewerCognitive elaborationCross-cutting talkSocial capitalSocial viewing
Publisher
Elsevier Ltd
Indexed
SSCI; SCOPUS WOS scopus
Abstract
The use of online media to talk with co-viewers while watching television, is dramatically increasing. The current study assesses the relationship between social viewing and cognitive elaboration of television content, particularly focusing on the discussion network (social capital and cross-cutting talk) with co-viewers. Results from an online survey among South Koreans (N = 500) suggest that the amount of social viewing does not directly increase cognitive elaboration; but bridging social capital mediates the relationship. As predicted, a positive relationship was shown between social viewing and cross-cutting talk (i.e., talking with others who have opposing opinions), and moreover, cross-cutting talk mediated the relationship between social viewing and cognitive elaboration. This study is expected to open the gateway for discussions on social viewing in the context of the discussion network. © 2017 Elsevier Ltd
DOI
10.1016/j.chb.2017.05.027
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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