As the growth of social media, traditional media continually created fan pages and employed social network editors to directly interact with readers. While the pre- vious fan page-related studies focus on the marketing effect, little is known about who is managing these pages and how the comments social network editors made influ- ence the way that readers read and understand news. The purpose of this work is to measure the effects of social network editors’ comments on readers’ issue attitude, and how such effects are moderated by individual issue schemas. An experiment was conducted in which the same news attached by opposite comments were presented to the participants respectively. Results indicate that social network editors’ comments had limited impact on readers’ interpretation and those with solid attitude wouldn’t easily be influenced by news content and frame.
中文關鍵詞
社群網站、粉絲專頁、社群編輯、守門人、框架效果、基模
英文關鍵詞
social media, fan page, social network editor, gatekeeper, schema