Document Type
Presentation
Publication Date
11-2012
Publisher
Midwest Association for Public Opinion Research
Source Publication
Annual Meeting of the Midwest Association for Public Opinion Research (MAPOR)
Abstract
This online experiment explores how cues embedded in social-networking channels such as YouTube can influence individuals’ perceptions of public opinion regarding large social issues such as climate change. Using a simple cue, the number of views listed under a YouTube video, we examine how a high or low number of views might influence viewers’ perceptions about how “others” feel regarding climate change. Results suggest that social cues in the online environment can act similarly to cues in the off-line world by influencing perceptions of public opinion. Discussion focuses on how thought-leaders might consider the influential role of social norm perceptions within the virtual sphere as related to opinion perceptions about environmental issues offline.
Recommended Citation
Spartz, James T.; Brossard, Dominique; Dunwoody, Sharon; and Griffin, Robert J., "Social norms in a new media environment: Influence on the perceived salience of climate change." (2012). College of Communication Faculty Research and Publications. 676.
https://epublications.marquette.edu/comm_fac/676
Comments
Author version. "Social norms in a new media environment: Influence on the perceived salience of climate change." A Paper Presented to the Midwest Association for Public Opinion Research, Chicago IL., November 2012. Link. ©2012 The Author. Used with permission.