Understanding Media Effects Through Media Technological Attributes: Young People’s Second Screening Use and Political Efficacy

ABSTRACT

Young people’s low political engagements have long been a universal concern. Second screening is assumed to be a potentially effective tool to engage young people. When people watch live content on TV or any other device, and choose to enrich the experience by using a second device, such behavior is known as “second-screening.” When studying the political effects of new media, mixed results have been reported. Incorporating Eveland’s “mix-of-attributes” framework, this study aims to address the issue by using an inductive approach to break down new media into technological attributes. Two focus group interviews were conducted. Seven technological attributes were developed. These attributes are perceived to contribute to users’ sense of efficacy during second screening.

KEYWORDS:

• Focus groups
• internet political efficacy
• mix-of-attributes
• second screening
• technological attributes

Disclosure statement

No potential conflict of interest was reported by the author(s).

Additional information

Notes on contributors

Yiben Liu

Dr. Liu earned her first Ph.D. in Broadcast and Television Arts at Beijing Normal University, Beijing, China, and her second Ph.D. in Communication and Information Sciences at the University of Alabama, AL. Her research interests lie in new media technology and society, media effects, political engagement, journalism and social justice.