Motivations, Knowledge, Efficacy, and Participation: An O-S-O-R Model of Second Screening’s Political Effects in China

Abstract

TV audiences today are more likely to use an additional media device to further engage with the television content, a phenomenon known as “second screening”. This study takes second screening research into an authoritarian context to investigate what motivates users to search for information, engage in discussions, and post on social media. We apply an O-S-O-R model and demonstrates an integrated procedure of second screening’s political effects among citizens of Beijing. Our findings showed that most of the direct and indirect paths in this model were significantly positive. The theoretical and practical implications of these findings are also discussed.