游戏结束？利用（并不）创新的干预措施提高数字营销能力

IF 5.5 1区文学 Q1 COMMUNICATION Social Media + Society Pub Date : 2024-09-28 DOI:10.1177/20563051241279253

Sophie Minihold, Sophie Lecheler, Claes de Vreese, Sanne Kruikemeier

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引用次数: 0

摘要

对公民而言，数据驱动的政治竞选策略往往仍是一个黑箱；然而，教育干预提供了一种增强理解、有意识评估和技能的手段。在这种情况下，我们将这种组合称为数字竞选能力（DCC）。我们在奥地利进行了一项在线预注册实验（N = 553），采用 2 × 2 受试者间设计，比较了干预形式（阅读选民指南与玩竞选游戏）和内容框架（强调数据驱动竞选的风险与益处）以及对照条件。结果显示，数据驱动型竞选活动的框架没有明显差异。不过，不同的形式之间也存在差异，其中非互动式选民指南被证明是最有效的形式。与我们的预期相反，强调数据驱动型政治竞选风险的选民指南提高了概念理解水平，影响了评价观念，并有助于发展发现高针对性广告的技能。我们认为，创新性干预措施并不总能保证成功提高能力。

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Game Over? Using (Not So) Innovative Interventions to Increase Digital Campaign Competence

Data-driven political campaigning strategies often remain a black box for citizens; however, educational interventions provide a means to enhance understanding, conscious evaluations, and skills. In this context, we term this combination digital campaign competence (DCC). We conducted an online pre-registered experiment in Austria ( N = 553) using a 2 × 2 between-subject design to compare intervention formats (reading a voter guide vs. playing a campaign game) and content framing (emphasizing risks vs. benefits of data-driven campaigning) plus a control condition. Results show no significant differences in framing on DCC. However, variations are observed among different formats, with the non-interactive voter guide proving to be the most effective one. Contrary to our expectations, the voter guide emphasizing the risks of data-driven political campaigning enhanced conceptual understanding levels, influenced evaluative perceptions, and aided skill development to detect highly targeted ads. We argue that innovative interventions do not always guarantee success in enhancing competencies.

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来源期刊

Social Media + Society COMMUNICATION-

CiteScore

9.20

自引率

3.80%

发文量

111

审稿时长

12 weeks

期刊介绍： Social Media + Society is an open access, peer-reviewed scholarly journal that focuses on the socio-cultural, political, psychological, historical, economic, legal and policy dimensions of social media in societies past, contemporary and future. We publish interdisciplinary work that draws from the social sciences, humanities and computational social sciences, reaches out to the arts and natural sciences, and we endorse mixed methods and methodologies. The journal is open to a diversity of theoretic paradigms and methodologies. The editorial vision of Social Media + Society draws inspiration from research on social media to outline a field of study poised to reflexively grow as social technologies evolve. We foster the open access of sharing of research on the social properties of media, as they manifest themselves through the uses people make of networked platforms past and present, digital and non. The journal presents a collaborative, open, and shared space, dedicated exclusively to the study of social media and their implications for societies. It facilitates state-of-the-art research on cutting-edge trends and allows scholars to focus and track trends specific to this field of study.