12. Using machine learning to investigate user engagement with media literacy education campaigns on TikTok

• In Event: Gallery Walk & Welcome Reception
  In Poster Session: LED Poster Session

Short Description

We investigated user engagement with media literacy education campaigns on TikTok using machine learning methods. These methods allowed us to thoroughly and efficiently analyze the big data set. We found more robust user engagement with the more playful, humorous, and satirical campaign, compared with the campaign with more traditional instructional videos. Understanding more about user engagement with these informal learning campaigns a can inform the design and application of media literacy instruction.

Authors

• Contributor: Christine Wusylko, University of Florida

• Contributor: Lauren Weisberg, University of Florida

• Contributor: Ray Opoku, University of Florida

• Contributor: Jessica Williams, University of Florida

• Contributor: Brian Abramowitz, University of Florida

• Contributor: Wanli Xing, University of Florida

• Contributor: Teresa Vu, University of Florida

• Contributor: Michelle Vu, University of Florida