‘Sharing’ the news on Facebook - PowerPoint PPT Presentation

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‘Sharing’ the news on Facebook

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  1. ‘Sharing’ the news on Facebook Amber Hinsley Assistant Professor Samantha Johnson Master’s Student Exploring the differences between news-sharers and non-sharers on the social media site

  2. Research focus • Why do some news consumers choose to share news materials through their social media accounts while others do not? • How are people’s news-sharing decisions tied to their desire to feel connected with others?

  3. Facebook & sharing news • Facebook has 1 billion active users • People are spending more time with news than ever before – Pew “State of the News Media” • Half of social media users who also are online news consumers get daily news items from the people they follow • One-fourth follow news organizations or journalists on social networking sites – Pew “Participatory news consumers”

  4. Motivations for sharing news • Uses & gratifications • Escape/diversion • Relationship maintenance • Personal identity • Surveillance

  5. Research questions • RQ1: What news preference-related differences exist between people who share news links via Facebook and those who do not? • RQ2: What demographic-type differences exist between people who share links stories via Facebook and those who do not? • RQ3: What motivates people to share news links via Facebook?


  6. Online survey • 250 U.S. adults who follow at least one news organization on Facebook • 57% female • 78% had at least some college • Ages 18-74 • Mean: 34.8 years old • 72% Caucasian • Demographics similar to those in Pew studies of social media users

  7. RQ1: News-preference differences

  8. RQ1: News-preference differences

  9. RQ1: News-preference differences

  10. RQ1: News-preference differences

  11. RQ2: Demographic differences • News-sharers: Younger than their non-news sharing counterparts • Non-sharers: More conservative and more likely to be minorities than news-sharers

  12. RQ3: Motivations for sharingnews

  13. RQ3: Motivations for sharingnews

  14. Take-aways • News-sharers & non-sharers have distinct news preferences • News-sharers & non-sharers are demographically different • News-sharers have to two primary motivations • Maintaining relationships • Helping self & others