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

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

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...

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Bibliographic Details
Main Authors: Looi, Jiemin, Ho, Shirley S.
Other Authors: Wee Kim Wee School of Communication and Information
Format: Article
Language:English
Published: 2023
Subjects:
Social sciences::Communication
Public Engagement With Science And Technology
Science And Media
Online Access:https://hdl.handle.net/10356/169692
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Institution: Nanyang Technological University
Language: English
Description
Summary: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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