Digital Commons Network^™

The Role Of Content Modality On The Likability Of An Online Communicator, Rebecca L. Pharmer

Honors Undergraduate Theses

With the growing popularity of social media platforms like Facebook, human interaction in online environments is increasing. As a result, social perceptions of the individuals "behind the screen" has become a topic that needs to be explored. The present study explores how the media platform (specifically Facebook post versus Video) affects perceptions of an individual with a controversial opinion. Potentially, the same content in a video format may increase the likability of the presenter in contrast to reading the same opinions in Facebook posts. The present study examined the role of alignment of opinion (agree vs. disagree with presenter) and …