The “gender affinity effect” behind female politicians' social media support: facebook civil talk during Israel's 2021 elections

IF 3.1 3区管理学 Q2 COMPUTER SCIENCE, INFORMATION SYSTEMS

Online Information Review Pub Date : 2023-01-17 DOI:10.1108/oir-04-2022-0199

Tal Samuel-Azran, Moran Yarchi

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引用次数: 0

Abstract

PurposeThe study aims to examine the validity of the gender affinity effect on social media throughout election campaigns.Design/methodology/approachThis paper examines the role of gender in political discourse, using citizens' conversations on Facebook in the days leading up to Israel's 2021 elections as its case study. The analysis measured the engagement generated by male and female politicians in citizens' publicly open Facebook discussions (N = 1875) using a trend-tracking software. The analysis uses t-tests to examine differences in engagement between conversations about male versus female politicians and between posts written by male versus female authors. In addition, a two-way ANOVA analysis was conducted in an attempt to understand the shared impact of both the politicians' gender and posts authors' gender on the posts' engagement.FindingsThe study reveals that although more posts discuss male politicians, posts dealing with female politicians expressed significantly more support towards those politicians. The analysis also highlights that women tend to write more supportive posts and that most of their posts deal with female politicians. Furthermore, interaction effect analysis revealed that women's posts about female politicians generate more engagement in terms of likes, comments and number of participants than posts written by women that deal with male politicians.Practical implicationsThe findings should encourage women politicians to run their campaigns via social media.Originality/valueThe study presents the first social media analysis for gender affinity effect and highlights the importance of the effect in online political communication studies.Peer reviewThe peer review history for this article is available at: https://publons.com/publon/10.1108/OIR-04-2022-0199

查看原文本刊更多论文

女性政治家社交媒体支持背后的“性别亲和效应”:以色列2021年选举期间的facebook民间对话

目的本研究旨在检验性别亲和效应在选举活动中对社交媒体的有效性。设计/方法/方法本文考察了性别在政治话语中的作用，以以色列2021年大选前几天公民在Facebook上的对话为案例研究。该分析使用趋势跟踪软件测量了男性和女性政治家在公民公开的Facebook讨论(N = 1875)中产生的参与度。该分析使用t检验来检验关于男性和女性政治家的对话以及男性和女性作者所写的帖子之间的参与度差异。此外，我们还进行了双向方差分析，试图了解政治人物性别和帖子作者性别对帖子参与度的共同影响。研究结果显示，尽管讨论男性政治家的帖子更多，但讨论女性政治家的帖子对这些政治家的支持明显更多。分析还强调，女性倾向于写更多支持性的帖子，而且她们的帖子大多与女性政治家有关。此外，互动效应分析显示，女性关于女性政治家的帖子在点赞、评论和参与者数量方面比女性关于男性政治家的帖子产生了更多的参与度。实际意义研究结果应该鼓励女性政治家通过社交媒体开展竞选活动。本研究首次在社交媒体上对性别亲和效应进行分析，并强调了性别亲和效应在网络政治传播研究中的重要性。同行评议本文的同行评议历史可在:https://publons.com/publon/10.1108/OIR-04-2022-0199

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来源期刊

Online Information Review 工程技术-计算机：信息系统

CiteScore

6.90

自引率

16.10%

发文量

审稿时长

6 months

期刊介绍： The journal provides a multi-disciplinary forum for scholars from a range of fields, including information studies/iSchools, data studies, internet studies, media and communication studies and information systems. Publishes research on the social, political and ethical aspects of emergent digital information practices and platforms, and welcomes submissions that draw upon critical and socio-technical perspectives in order to address these developments. Welcomes empirical, conceptual and methodological contributions on any topics relevant to the broad field of digital information and communication, however we are particularly interested in receiving submissions that address emerging issues around the below topics. Coverage includes (but is not limited to): •Online communities, social networking and social media, including online political communication; crowdsourcing; positive computing and wellbeing. •The social drivers and implications of emerging data practices, including open data; big data; data journeys and flows; and research data management. •Digital transformations including organisations’ use of information technologies (e.g. Internet of Things and digitisation of user experience) to improve economic and social welfare, health and wellbeing, and protect the environment. •Developments in digital scholarship and the production and use of scholarly content. •Online and digital research methods, including their ethical aspects.