Scrollability: A New Digital News Affordance

IF 4.6 1区社会学 Q1 COMMUNICATION

Political Communication Pub Date : 2023-04-28 DOI:10.1080/10584609.2023.2208083

Kathleen Searles, Jessica T. Feezell

引用次数: 0

Abstract

ABSTRACT Most major platforms and news portals use the feed approach to information display, which offers people the ability to engage in continuous scrolling. This affordance, “scrollability,” is an understudied feature that changes how people consume news. The endless scroll presents opportunities to monetize attention for advertisers, and a seemingly bottomless supply of headlines for news consumers. Moreover, more people report scrolling headlines than actually reading news stories. A scrollable technical environment creates circumstances that encourage headline reading, or what we call “news-scrolling,” and yet we know little about the consequences of scrollability for other behaviors. In this paper we set forth an argument for increased scholarly attention to scrollability in the context of online news consumption, and articulate a theoretical framework for explaining the behaviors of news-scrollers and news-clickers.

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可滚动性:一种新的数字新闻服务

大多数主流平台和新闻门户都使用feed方式来显示信息，这为人们提供了持续滚动的能力。这种“可滚动性”是一个未被充分研究的特性，它改变了人们消费新闻的方式。无尽的卷轴为广告商提供了将注意力货币化的机会，为新闻消费者提供了看似取之不尽的头条新闻。此外，更多的人报告滚动标题，而不是真正阅读新闻故事。可滚动的技术环境创造了鼓励标题阅读的环境，或者我们称之为“新闻滚动”，然而我们对可滚动性对其他行为的影响知之甚少。在本文中，我们提出了一个论点，即在在线新闻消费的背景下增加对可滚动性的学术关注，并阐明了一个解释新闻滚动器和新闻点击器行为的理论框架。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Political Communication Multiple-

CiteScore

13.90

自引率

2.70%

发文量

期刊介绍： Political Communication is a quarterly international journal showcasing state-of-the-art, theory-driven empirical research at the nexus of politics and communication. Its broad scope addresses swiftly evolving dynamics and urgent policy considerations globally. The journal embraces diverse research methodologies and analytical perspectives aimed at advancing comprehension of political communication practices, processes, content, effects, and policy implications. Regular symposium issues delve deeply into key thematic areas.