Audio and video increase awareness of incivility cues as well as participants’ evaluations of negative, emotional, and entertaining tone

Platforms for Incivility: Examining Perceptions Across Different Media Formats. Emily Sydnor. Political Communication, Volume 35, 2018 - Issue 1: Studying Politics Across Media. Pages 97-116. https://doi.org/10.1080/10584609.2017.1355857

Abstract: This article investigates how the mix of attributes present across different media shapes perceptions of incivility. I argue that certain modalities, particularly the channel and structure of a media platform, facilitate the perception of media as more uncivil even if the content is kept the same. To test this argument, I conduct two survey experiments in which participants are randomly assigned to treatments in which the substantive content and text remains the same but is packaged to mimic different media types. Generally, audio and video increase awareness of incivility cues as well as participants’ evaluations of negative, emotional, and entertaining tone. There are also differences in the extent to which individuals notice incivility on Twitter than on other text-based media platforms. The social media platform is also particularly entertaining in comparison to the other platforms studied. This article demonstrates that media attributes interact to shape our understanding and identification of uncivil language. Furthermore, it suggests that more attention should be focused on identifying the different sets of characteristics that make incivility more or less likely or salient in political media.

Keywords: hybridity, incivility, media platforms, mix of attributes theory, perceptions