Spokespersons for science: examining social media influencers' popularization of controversial technologies on YouTube

Jiemin Looi; Shirley S. Ho

doi:10.22323/2.22010206

Spokespersons for science: examining social media influencers' popularization of controversial technologies on YouTube

Jiemin Looi^*, Shirley S. Ho

^*Corresponding author for this work

Department of Communication Studies

Research output: Contribution to journal › Journal article › peer-review

Abstract

An online experiment involving 251 Singaporeans assessed how social media influencers' (SMIs) prototypicality (i.e., embodiment of group attitudes) and social attraction affected their popularization of nuclear energy development. Participants exposed to a SMI with high prototypicality perceived the YouTube video more favorably, displayed greater intention to share the YouTube video, and possessed greater attitude intensity toward nuclear energy development. Participants displayed greater intention to share the YouTube video when the SMI had high social attraction and possessed moderate to high prototypicality. Conversely, participants displayed less intention to share the YouTube video when the SMI had low social attraction and prototypicality.

Original language	English
Article number	A06
Number of pages	23
Journal	Journal of Science Communication
Volume	22
Issue number	1
DOIs	https://doi.org/10.22323/2.22010206
Publication status	Published - 8 Feb 2023

Scopus Subject Areas

Communication

User-Defined Keywords

Popularization of science and technology
Public engagement with science and technology
Science and media

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

Access to Document

10.22323/2.22010206Licence: CC BY-NC-ND

Cite this

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abstract = "An online experiment involving 251 Singaporeans assessed how social media influencers' (SMIs) prototypicality (i.e., embodiment of group attitudes) and social attraction affected their popularization of nuclear energy development. Participants exposed to a SMI with high prototypicality perceived the YouTube video more favorably, displayed greater intention to share the YouTube video, and possessed greater attitude intensity toward nuclear energy development. Participants displayed greater intention to share the YouTube video when the SMI had high social attraction and possessed moderate to high prototypicality. Conversely, participants displayed less intention to share the YouTube video when the SMI had low social attraction and prototypicality.",

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AU - Ho, Shirley S.

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AB - An online experiment involving 251 Singaporeans assessed how social media influencers' (SMIs) prototypicality (i.e., embodiment of group attitudes) and social attraction affected their popularization of nuclear energy development. Participants exposed to a SMI with high prototypicality perceived the YouTube video more favorably, displayed greater intention to share the YouTube video, and possessed greater attitude intensity toward nuclear energy development. Participants displayed greater intention to share the YouTube video when the SMI had high social attraction and possessed moderate to high prototypicality. Conversely, participants displayed less intention to share the YouTube video when the SMI had low social attraction and prototypicality.

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KW - Public engagement with science and technology

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Spokespersons for science: examining social media influencers' popularization of controversial technologies on YouTube

Abstract

Scopus Subject Areas

User-Defined Keywords

UN SDGs

Access to Document

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