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Does Fear of Isolation Disappear Online? Attention-Seeking Motivators in Online Political Engagement

Author

Listed:
  • KyuJin Shim

    (School of Culture and Communication, University of Melbourne, Australia)

  • Klive (Soo-Kwang) Oh

    (Communication Division, Pepperdine Seaver College, USA)

Abstract

This study investigated the effects of fear of isolation (FOI) on political content consumption and creation in the context of online communication. Using more than 1,000 respondents from South Korea, the study empirically tested a theoretical model of FOI on political content consumption and expressions with two mediators (i.e., attention/status-seeking, and anonymity-seeking). Results indicated that FOI is related to seeking attention and status in political outlets also connected to anonymity-preference that leads to political expression. Implications for political communication scholarship and for practitioners are that voters’ political participations can be understood in a framework different from traditional focus on persuasion, political ideology, or demographics because—in today’s virtual and interactive media environment—users are more content consumers or community participants.

Suggested Citation

  • KyuJin Shim & Klive (Soo-Kwang) Oh, 2019. "Does Fear of Isolation Disappear Online? Attention-Seeking Motivators in Online Political Engagement," Media and Communication, Cogitatio Press, vol. 7(1), pages 128-138.
    • Handle: RePEc:cog:meanco:v7:y:2019:i:1:p:128-138
    DOI: 10.17645/mac.v7i1.1761
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    References listed on IDEAS

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    1. W. Wayne Fu & Clarice C. Sim, 2011. "Aggregate bandwagon effect on online videos' viewership: Value uncertainty, popularity cues, and heuristics," Journal of the Association for Information Science & Technology, Association for Information Science & Technology, vol. 62(12), pages 2382-2395, December.
    2. W. Wayne Fu & Clarice C. Sim, 2011. "Aggregate bandwagon effect on online videos' viewership: Value uncertainty, popularity cues, and heuristics," Journal of the American Society for Information Science and Technology, Association for Information Science & Technology, vol. 62(12), pages 2382-2395, December.
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