enp-respect[4]

Published on September 18th, 2013

“Like.” Not only is it an indelible component of casual sentence structure, the term also governs how we respond to everything from news articles to comments from our closest friends on Facebook. This finding is part of a report released today that gives news organizations recommendations for engaging online audiences in new ways.

A heartwarming story about a local hero? “Like!” But “Like” doesn’t always seem appropriate. A fair, but counter-attitudinal, post in a comment section? It’s challenging to press “Like.” What if news stations used other buttons? What if, instead of “Like,” one could click “Respect”?

These word choices are consequential. And, the “Respect” button has both business and democratic implications. From a business angle, respondents seeing a “Respect” button clicked on more comments in a comment section. From a democratic angle, respondents seeing a “Respect” button clicked on more comments from another political perspective in comparison to the “Recommend” or “Like” buttons.


Academic Presentations

Stroud, N. J., Muddiman, A., & Scacco, J. (2013, November). Framing comments in social media. Paper to be presented at the National Communication Association, Political Communication Division, Washington DC.

Researchers

  • Natalie (Talia) Jomini Stroud

    Natalie (Talia) Jomini Stroud
    Director
    tstroud@austin.utexas.edu

    Natalie (Talia) Jomini Stroud (PhD, University of Pennsylvania) is the founding and current Director of the Center for Media Engagement and Associate Professor of Communication Studies and Journalism at the University of Texas at Austin. Her book, Niche News: The Politics of News Choice, received the Outstanding Book Award from the International Communication Association, and inspired the early development of the Center. Her research examines the use and effects of political news content.

  • Ashley Muddiman

    Ashley Muddiman
    Faculty Research Associate
    ashley.muddiman@gmail.com

    Dr. Ashley Muddiman (University of Texas at Austin, Ph.D.) is an Assistant Professor in the Department of Communication Studies at the University of Kansas, as well as a Faculty Research Associate with the Center for Media Engagement. Her research explores political media effects, specifically those related to digital news and political incivility. She has studied how people select news stories to read in digital news and social media spaces, has examined incivility in The New York Times comment section, and has explored ways to encourage people to overcome partisan biases when engaging with digital news. She also enjoys developing innovative research designs, including a new method researchers can use when analyzing large amounts of texts.

  • Joshua Scacco

    Joshua Scacco
    Faculty Research Associate
    jscacco@purdue.edu

    Joshua M. Scacco (PhD, University of Texas at Austin, 2014) is an Assistant Professor in the Department of Communication at the University of South Florida. He also serves as a Faculty Research Associate with the Center for Media Engagement. He specializes in political communication, media content and effects, and quantitative research methods. Josh’s research is focused on how emerging communication technologies influence established agents in American political life, including news organizations and the presidency. Before joining USF, Josh served on the faculty at Purdue University, worked in public relations at the state and federal level, and worked for a member of legislative leadership in the Pennsylvania House of Representatives as well as a U.S. senator.