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The Framing of Online Commenting: Commenting Effects on Audiences’ Perceptions of A Public Health Issue in the Context of Social Media

Bi, Chang
http://orcid.org/0000-0002-2472-560X
http://rave.ohiolink.edu/etdc/view?acc_num=kent1437758835

Abstract Details

2015, MA, Kent State University, College of Communication and Information / School of Media and Journalism.
Social media has changed the way people receive and interpret messages, compared with traditional media. This study found the interactivity of social media can enhance audience experience and enhance persuasive effects of messages. Social media comments, in particular, can influence people’s perceptions of an issue or message source, raising the possibility for comments to serve as a tool for strategic public relations; however, the persuasive effects of social media commenting are underexplored. This study investigated the persuasive effects of commenting on public health issues—specifically the Measles, Mumps, and Rubella (MMR) vaccine—via Facebook. It explored commenting effects on source credibility, MMR risk perception, and attitudes toward government vaccination mandates, parental responsibility perceptions, and school requirements for vaccination. Two survey-based experiments—a pilot study with a single factorial design (support comments vs. attack comments vs. no comment) and the other with a 2 (support vs. attack comments) × 2 (support vs. attack prior information) fully crossed factorial design—were conducted to examine such effects. The results of these studies demonstrate that exposure to supportive comments following a CDC Facebook post in favor of MMR vaccination led to increased source credibility, while exposure to attack comments led to decreased source credibility. In addition, supportive comments following the CDC post had a positive effect on perceptions of Facebook as a useful platform for issue discussion; attack comments had the reverse effect. I conclude by discussing theoretical implications for media framing and practical implications for public relations practice.
Danielle Coombs, Ph.D (Committee Co-Chair)
Chance York, Ph.D (Committee Co-Chair)
Stephanie Smith, MPA (Committee Member)
Communication
framing, framing effects, social media, public health, commenting, public relations

Recommended Citations

Citations

  • Bi, C. (2015). The Framing of Online Commenting: Commenting Effects on Audiences’ Perceptions of A Public Health Issue in the Context of Social Media [Master's thesis, Kent State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=kent1437758835

    APA Style (7th edition)

  • Bi, Chang. The Framing of Online Commenting: Commenting Effects on Audiences’ Perceptions of A Public Health Issue in the Context of Social Media. 2015. Kent State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=kent1437758835.

    MLA Style (8th edition)

  • Bi, Chang. "The Framing of Online Commenting: Commenting Effects on Audiences’ Perceptions of A Public Health Issue in the Context of Social Media." Master's thesis, Kent State University, 2015. http://rave.ohiolink.edu/etdc/view?acc_num=kent1437758835

    Chicago Manual of Style (17th edition)

kent1437758835
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© 2015, all rights reserved.
This open access ETD is published by Kent State University and OhioLINK.