Affect in science communication: a data-driven analysis of TED Talks on YouTube
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Autor:innen
Autor:in (Körperschaft)
Publikationsdatum
2024
Typ der Arbeit
Studiengang
Typ
01A - Beitrag in wissenschaftlicher Zeitschrift
Herausgeber:innen
Herausgeber:in (Körperschaft)
Betreuer:in
Übergeordnetes Werk
Humanities and Social Sciences Communications
Themenheft
DOI der Originalpublikation
Link
Reihe / Serie
Reihennummer
Jahrgang / Band
11
Ausgabe / Nummer
80
Seiten / Dauer
Patentnummer
Verlag / Herausgebende Institution
Springer
Verlagsort / Veranstaltungsort
London
Auflage
Version
Programmiersprache
Abtretungsempfänger:in
Praxispartner:in/Auftraggeber:in
Zusammenfassung
Science communication is evolving: Increasingly, it is directed at the public rather than academic peers. Understanding the circumstances under which the public engages with scientific content is therefore crucial to improving science communication. In this article, we investigate the role of affect on audience engagement with a modern form of science communication: TED Talks on the social media platform YouTube. We examined how two aspects of affect, valence and density are associated with public engagement with the talk in terms of popularity (reflecting views and likes) and polarity (reflecting dislikes and comments). We found that the valence of TED Talks was associated with both popularity and polarity: Positive valence was linked to higher talk popularity and lower talk polarity. Density, on the other hand, was only associated with popularity: Higher affective density was linked to higher popularity—even more so than valence—but not polarity. Moreover, the association between affect and engagement was moderated by talk topic, but not by whether the talk included scientific content. Our results establish affect as an important covariate of audience engagement with scientific content on social media, which science communicators may be able to leverage to steer engagement and increase reach.
Schlagwörter
Fachgebiet (DDC)
150 - Psychologie
Veranstaltung
Startdatum der Ausstellung
Enddatum der Ausstellung
Startdatum der Konferenz
Enddatum der Konferenz
Datum der letzten Prüfung
ISBN
ISSN
2662-9992
Sprache
Englisch
Während FHNW Zugehörigkeit erstellt
Ja
Zukunftsfelder FHNW
Publikationsstatus
Veröffentlicht
Begutachtung
Peer-Review der ganzen Publikation
Open Access-Status
Gold
Lizenz
Zitation
FISCHER, Olivia, Loris Tizian JEITZINER und Dirk U. WULFF, 2024. Affect in science communication: a data-driven analysis of TED Talks on YouTube. Humanities and Social Sciences Communications. 2024. Bd. 11, Nr. 80. DOI 10.1057/s41599-023-02247-z. Verfügbar unter: https://doi.org/10.26041/fhnw-8375