Satirizing the Clothing Industry on YouTube: How Political Satire and User Comments Jointly Shape Behavioral Intentions

IF 3.4 2区心理学 Q1 COMMUNICATION Media Psychology Pub Date : 2022-09-03 DOI:10.1080/15213269.2022.2066004

A. M. Möller, M. Boukes

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引用次数: 1

Abstract

ABSTRACT Recently, scholars have started to investigate how the valence of user comments presented alongside online videos influences viewers’ experiences of and responses to those videos. The present experiment adds to this literature by investigating the role of user comments that accompany an online political satire video in particular. Moreover, it advances our knowledge of the effect of comments by investigating firstly how user comments shape viewers’ experiences of political satire and, secondly, how these experiences subsequently influence viewers’ behavioral intentions. The results show that the valence of comments influences viewers’ behavioral intentions and that this effect is mediated by viewers’ subjective knowledge gain and their eudaimonic entertainment experiences in response to the political satire video. Although the valence of comments also affects political satire viewers’ hedonic entertainment experiences, these specific entertainment experiences do not impact viewers’ behavioral intentions. These results show that comments do not only shape viewers’ experiences as they are watching political satire online, but they also have consequences for what viewers intent to do offline.

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在YouTube上讽刺服装行业:政治讽刺和用户评论如何共同塑造行为意图

最近，学者们开始研究在线视频中用户评论的价值如何影响观众对这些视频的体验和反应。本实验通过调查用户评论在网络政治讽刺视频中的作用，为这一文献增添了新的内容。此外，它通过首先调查用户评论如何塑造观众对政治讽刺的体验，其次，这些体验随后如何影响观众的行为意图，提高了我们对评论效果的认识。结果表明，评论的效价会影响观看者的行为意图，这种影响受观看者对政治讽刺视频的主观知识获取和快乐娱乐体验的中介。虽然评论的效价也会影响政治讽刺观众的享乐娱乐体验，但这些特定的娱乐体验并不会影响观众的行为意图。这些结果表明，评论不仅塑造了观众在网上观看政治讽刺时的体验，而且还会对观众在线下的意图产生影响。

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来源期刊

Media Psychology Multiple-

CiteScore

8.60

自引率

7.10%

发文量

期刊介绍： Media Psychology is an interdisciplinary journal devoted to publishing theoretically-oriented empirical research that is at the intersection of psychology and media communication. These topics include media uses, processes, and effects. Such research is already well represented in mainstream journals in psychology and communication, but its publication is dispersed across many sources. Therefore, scholars working on common issues and problems in various disciplines often cannot fully utilize the contributions of kindred spirits in cognate disciplines.