Location

Hilton Waikoloa Village, Hawaii

Event Website

http://www.hicss.hawaii.edu

Start Date

1-4-2017

End Date

1-7-2017

Description

The present study explores the effects of social-media messages that are presented in television content. In particular, the retention of content and changes in attitude through watching television programs was investigated. Thirty participants were randomly assigned to one of two conditions: one that included social-media messages and one that omitted social-media messages. The participants’ eye movements as well as retention performance and attitude toward the topic discussed on the television program were measured. Attitude was measured using two subscales: one concerned with positive attitude and the other with skeptical attitude. Results indicated that the retention performance of participants who paid attention to the social-media messages longer was lower than that of participants who paid less attention. The participants’ attitudes changed after watching the television program but the effects of social-media messages were unclear for attitude change. The possibility of the appropriate use of social-media messages is also discussed.

Share

COinS
 
Jan 4th, 12:00 AM Jan 7th, 12:00 AM

Students’ Comprehension of Scientific Discussion: Using Eye-tracking Technique to Investigate the Effects of Social-media Messages on Television

Hilton Waikoloa Village, Hawaii

The present study explores the effects of social-media messages that are presented in television content. In particular, the retention of content and changes in attitude through watching television programs was investigated. Thirty participants were randomly assigned to one of two conditions: one that included social-media messages and one that omitted social-media messages. The participants’ eye movements as well as retention performance and attitude toward the topic discussed on the television program were measured. Attitude was measured using two subscales: one concerned with positive attitude and the other with skeptical attitude. Results indicated that the retention performance of participants who paid attention to the social-media messages longer was lower than that of participants who paid less attention. The participants’ attitudes changed after watching the television program but the effects of social-media messages were unclear for attitude change. The possibility of the appropriate use of social-media messages is also discussed.

http://aisel.aisnet.org/hicss-50/dsm/learning_in_dsm/6