Browsing by Author "Atkin, David J."

Now showing 1 - 2 of 2

Comparing and modeling via social media: The social influences of fitspiration on male instagram users' work out intention
(2019-10-01)
Peng, Cheng-Ting
;
Wu, Tai-Yee
;
Chen, Yaxuan
;
Atkin, David J.
;
傳播研究所
This study examines the effects of Instagram fitspiration images on male viewers' work out intention by integrating the processes of social comparison and social cognitive theory. The results from 1428 Instagram users in Taiwan, with the directions of comparison (upward, lateral, and downward) manipulated, indicate that upward comparisons with attractive models would strengthen self-improvement motives related to working out. In addition, pleasant affective responses to the images and one's self-efficacy for working out were also significant predictors. However, model attractiveness revealed a negative, direct effect on work out intention, suggesting that a seemingly rewarding model behavior itself discourages viewer imitation. Implications are discussed to contribute the understanding about male audiences' reactions to the same-sex body images associated with physical training. The findings verifying both the psychological and behavioral impacts of social influence also help demonstrate a more comprehensive picture about promoting exercise as a positive outcome of aspiration imagery exposure.
To comment or not to comment: Examining the influences of anonymity and social support on one's willingness to express in online news discussions
(2018-12-01)
Wu, Tai-Yee
;
Atkin, David J.
;
傳播研究所
;
Institute of Communication Studies
This study examines the effects of online anonymity and different sources of social influence on the Spiral of Silence phenomenon in online news discussions about abortion. The results (N = 339) substantiated that technical anonymity predicts one's perceived anonymity, but only the latter significantly increases one's willingness to post personal opinions in the comment sections. Perceived support from other commenters was also found to reduce the online Spiral of Silence phenomenon. With fear of isolation, moreover, the state-based approach is verified to be more robust than the trait-like approach, advancing Noelle-Neumann's original conceptualization. Study findings thus offer support for a more comprehensive conceptualization of Spiral of Silence components operating in online contexts.