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Paper Type
Complete
Description
Sensemaking plays a critical role in the everyday use of social media, which are increasingly visual as video, images, and other visual content permeate. Yet, research on the sensemaking of visual information on social media is minimal. This study addresses this research gap by investigating the relationships between involuntary visual cues (color contrast and visual complexity) and making sense of videos on YouTube and Reddit. It finds that color contrast has a significant association with sensemaking on both platforms and that visual complexity is a significant predictor of sensemaking only on Reddit. Our study adds to the research on sensemaking on social media. It expands social media analysis from textual to visual information and contributes to the knowledge of visual sensemaking on social media. It also provides practitioners with guidelines for designing videos that facilitate visual sensemaking.
Paper Number
1399
Recommended Citation
Shen, Zixing and Tan, Songxin, "Relationships between Involuntary Visual Cueing and Sensemaking of YouTube Videos" (2023). AMCIS 2023 Proceedings. 8.
https://aisel.aisnet.org/amcis2023/social_comput/social_comput/8
Relationships between Involuntary Visual Cueing and Sensemaking of YouTube Videos
Sensemaking plays a critical role in the everyday use of social media, which are increasingly visual as video, images, and other visual content permeate. Yet, research on the sensemaking of visual information on social media is minimal. This study addresses this research gap by investigating the relationships between involuntary visual cues (color contrast and visual complexity) and making sense of videos on YouTube and Reddit. It finds that color contrast has a significant association with sensemaking on both platforms and that visual complexity is a significant predictor of sensemaking only on Reddit. Our study adds to the research on sensemaking on social media. It expands social media analysis from textual to visual information and contributes to the knowledge of visual sensemaking on social media. It also provides practitioners with guidelines for designing videos that facilitate visual sensemaking.
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