Shaping the Reaction: Community Characteristics and Emotional Tone of Citizen Responses to Robotics Videos at TED versus YouTube

When modelling for the social we need to consider more than one medium. Little is known as to how platform community characteristics shape the discussion and how communicators could best engage each community, taking into consideration these characteristics. We consider comments on TED videos featuring roboticists, shared at TED.com and YouTube. We find evidence of different social norms and importantly, approaches to comment writing. The emotional tone is more positive at TED; however, there is little emotional escalation in either platform. The study highlights the importance of considering the community characteristics of a medium, when communicating with the public in a case study of emerging technologies.