When the Medium Is the Message

Abstract

The present experiment investigated (a) if exposure to a high profile politician’s Twitter page (vs. newspaper interview) affects the participants’ evaluations of him and his policies and (b) how their proclivity to get deeply immersed in a narrative and identify with the story characters (i.e., transportability) moderates such effects. Even though the messages were identical, exposure to the candidate’s Twitter page heightened the sense of direct conversation with him (i.e., social presence), which in turn induced more favorable impressions of and a stronger intention to vote for him among those high in transportability. Increased social presence also led to stronger agreement with the candidate’s policy statements among those espousing favorable attitudes toward him. However, those presented with the newspaper interview better recognized the issues mentioned and had fewer thoughts about the candidate, suggesting that people adopt medium-specific processing strategies, focusing more or less on the source (vs. issue).

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