To Personalize or Depersonalize? When and How Politicians' Personalized Tweets Affect the Public's Reactions
Two experiments investigated when and how politicians' Twitter communication affects the public's cognitive, affective, and behavioral reactions, focusing on the effects of message personalization. In Study 1, personalized (vs. depersonalized) messages significantly enhanced message recogn...
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| Veröffentlicht in: | Journal of communication 2012-12, Vol.62 (6), p.932-949 |
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| container_title | Journal of communication |
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| creator | Lee, Eun-Ju Oh, Soo Youn |
| description | Two experiments investigated when and how politicians' Twitter communication affects the public's cognitive, affective, and behavioral reactions, focusing on the effects of message personalization. In Study 1, personalized (vs. depersonalized) messages significantly enhanced message recognition and recall, but they heightened perceived presence of and imagined intimacy with the candidate only among more affiliative individuals, while lowering the willingness to vote for him among less affiliative ones. In Study 2, although personalized messages improved message encoding and retrieval, they induced stronger perceived intimacy with and more positive evaluations of the in‐group candidate only among those with weak party identification. By contrast, those attaching greater value to their party affiliation responded negatively to the personalized messages and showed robust in‐group favoritism. |
| doi_str_mv | 10.1111/j.1460-2466.2012.01681.x |
| format | Article |
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In Study 2, although personalized messages improved message encoding and retrieval, they induced stronger perceived intimacy with and more positive evaluations of the in‐group candidate only among those with weak party identification. 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By contrast, those attaching greater value to their party affiliation responded negatively to the personalized messages and showed robust in‐group favoritism.</description><subject>Blogs</subject><subject>Candidates</subject><subject>Communication</subject><subject>Communication networks</subject><subject>Customization</subject><subject>Experiments</subject><subject>Identification</subject><subject>Perceptions</subject><subject>Political Affiliation</subject><subject>Political behaviour</subject><subject>Political communication</subject><subject>Political parties</subject><subject>Political sociology</subject><subject>Politicians</subject><subject>Public opinion</subject><subject>Recall</subject><subject>Social networks</subject><subject>Sociology</subject><subject>Sociology of communication and mass media. Sociolinguistics</subject><subject>Sociology of knowledge and sociology of culture</subject><subject>Voting</subject><issn>0021-9916</issn><issn>1460-2466</issn><fulltext>true</fulltext><rsrctype>article</rsrctype><creationdate>2012</creationdate><recordtype>article</recordtype><sourceid>7UB</sourceid><recordid>eNqNklFv0zAQxyMEEmXsO1hCaLwk-OzkEr-AphY20MqqqbBHy3EumksWd3Gqdnx6Ejp1Ey_gl7PvfveXdfePIgY8geG8XyWQIo9FipgIDiLhgAUku2fR5FB4Hk04FxArBfgyehXCig9vCXwSNUvPFtQF35rG_SLmOzaj9WPiI7u-oZaZtmLnfssWvnG9s8604eRpX8WWW6I-sNO6Jtuz_obYYlM2zp4EdkXG9s634XX0ojZNoOOHeBR9__xpOT2PLy7PvkxPL2KbCYQ4t6WsoDSpQG6VrVKj5PBbxLLiBHUtkKqshiGaWlkwmbKlIqFUZgEpJXkUvdvrrjt_t6HQ61sXLDWNaclvggaJKSosVP4fKGQFZkIU_0ZFkaHIFOcD-uYvdOU33TCqkUoBhUCEgXr7QJlgTVN3prUu6HXnbk13rwXmmAuUA_dhz21dQ_eHOnA9OkCv9LhoPS5ajw7Qfxygd_rr9HI-XgeBeC_gQk-7g4DpfmrMZZ7p629nOuU_5vMZn2kpfwNSL7RC</recordid><startdate>201212</startdate><enddate>201212</enddate><creator>Lee, Eun-Ju</creator><creator>Oh, Soo Youn</creator><general>Wiley Subscription Services, Inc</general><general>Wiley</general><general>Oxford University Press</general><scope>BSCLL</scope><scope>IQODW</scope><scope>8BJ</scope><scope>E3H</scope><scope>F2A</scope><scope>FQK</scope><scope>JBE</scope><scope>K9.</scope><scope>7UB</scope></search><sort><creationdate>201212</creationdate><title>To Personalize or Depersonalize? 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Sociolinguistics</topic><topic>Sociology of knowledge and sociology of culture</topic><topic>Voting</topic><toplevel>peer_reviewed</toplevel><toplevel>online_resources</toplevel><creatorcontrib>Lee, Eun-Ju</creatorcontrib><creatorcontrib>Oh, Soo Youn</creatorcontrib><collection>Istex</collection><collection>Pascal-Francis</collection><collection>International Bibliography of the Social Sciences (IBSS)</collection><collection>Library & Information Sciences Abstracts (LISA)</collection><collection>Library & Information Science Abstracts (LISA)</collection><collection>International Bibliography of the Social Sciences</collection><collection>International Bibliography of the Social Sciences</collection><collection>ProQuest Health & Medical Complete (Alumni)</collection><collection>Worldwide Political Science Abstracts</collection><jtitle>Journal of communication</jtitle></facets><delivery><delcategory>Remote Search Resource</delcategory><fulltext>fulltext</fulltext></delivery><addata><au>Lee, Eun-Ju</au><au>Oh, Soo Youn</au><format>journal</format><genre>article</genre><ristype>JOUR</ristype><atitle>To Personalize or Depersonalize? 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| ispartof | Journal of communication, 2012-12, Vol.62 (6), p.932-949 |
| issn | 0021-9916 1460-2466 |
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| source | Wiley Online Library - AutoHoldings Journals; Worldwide Political Science Abstracts; Oxford University Press Journals All Titles (1996-Current) |
| subjects | Blogs Candidates Communication Communication networks Customization Experiments Identification Perceptions Political Affiliation Political behaviour Political communication Political parties Political sociology Politicians Public opinion Recall Social networks Sociology Sociology of communication and mass media. Sociolinguistics Sociology of knowledge and sociology of culture Voting |
| title | To Personalize or Depersonalize? When and How Politicians' Personalized Tweets Affect the Public's Reactions |
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