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Paper Type
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Abstract
As citizens increasingly use live-streaming for first-hand political content, more and more politicians start to embrace livestream platforms to conduct live political campaigns. Extant research has not been clear about how online livestream platforms enable live stream features that afford political persuasion and political participation. Through the theoretical lens of affordance, we use Fogg’s Behavior Model of Change as our framework to study how users perceived persuasive affordances on livestream platforms foster their political mindfulness and promote their political participation. In particular, we identify persuasive affordances that enable sufficient ability, necessary motivation and effective nudging for prompting users’ political mindfulness and participation. This study contributes to the IS literature by proposing the framework of persuasive affordances on livestream platforms for e-politics. Furthermore, we add to the theories related to mindfulness and affordances by exploring the relationship between persuasive affordances and mindfulness in the context of e-politics.
Recommended Citation
Yu, Tian and Chen, Yan, "Live Streaming for Political Campaigns: Persuasive Affordances, Political Mindfulness, and Political Participation" (2020). AMCIS 2020 Proceedings. 1.
https://aisel.aisnet.org/amcis2020/sig_hci/sig_hci/1
Live Streaming for Political Campaigns: Persuasive Affordances, Political Mindfulness, and Political Participation
As citizens increasingly use live-streaming for first-hand political content, more and more politicians start to embrace livestream platforms to conduct live political campaigns. Extant research has not been clear about how online livestream platforms enable live stream features that afford political persuasion and political participation. Through the theoretical lens of affordance, we use Fogg’s Behavior Model of Change as our framework to study how users perceived persuasive affordances on livestream platforms foster their political mindfulness and promote their political participation. In particular, we identify persuasive affordances that enable sufficient ability, necessary motivation and effective nudging for prompting users’ political mindfulness and participation. This study contributes to the IS literature by proposing the framework of persuasive affordances on livestream platforms for e-politics. Furthermore, we add to the theories related to mindfulness and affordances by exploring the relationship between persuasive affordances and mindfulness in the context of e-politics.
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