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Empowering the community: How supportive moderation increases the quality and affects users’ perceptions of public online discussions
Heinbach, Dominique
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Ziegele, Marc
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Wilms, Lena K.
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Document Type:
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Conference presentation
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Year of publication:
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2023
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Conference title:
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ICA 2023, 73rd Annual Conference of the International Communication Association
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Location of the conference venue:
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Toronto, Canada
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Date of the conference:
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25.-29.05.2023
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Related URLs:
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Publication language:
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English
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Institution:
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School of Humanities > Medien- und Kommunikationswissenschaft (Naab 2022-)
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Subject:
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070 News media, journalism, publishing
300 Social sciences, sociology, anthropology
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Abstract:
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In this paper, we developed the novel concept of empowerment moderation based on public sphere theory and deliberation as well as on the uses and gratifications approach and the concept of social support. We tested the concept with a large-scale field experiment under realistic conditions in the Facebook communities of four German news outlets using a multi-method approach: First, we test the effects of empowerment moderation on the actual participation of users in terms of their quality and incivility in a quantitative content analysis. Second, we investigate the mechanisms behind participation in a multi-wave survey. Results show that empowerment moderation has the potential to foster high-quality discussions in terms of rationality and interactivity. On the individual level, empowerment moderation increased users’ willingness to participate via their perceived social support, sense of community, and perceived discussion quality. With this approach, for the first time, we explore the effects of moderation on characteristics of the discussion as well as on users’ perceptions and behavioral intentions in a single study.
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 | Dieser Datensatz wurde nicht während einer Tätigkeit an der Universität Mannheim veröffentlicht, dies ist eine Externe Publikation. |
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