Impression Formation in the Online Amateur Setting: Depiction and Platform

• In Event: ICA Plenary Interactive Paper/Poster Session III
  In Interactive Paper Session: Mass Communication Interactive Poster Session

Abstract

Technology enhanced the amateur culture, which provided counter-stereotypic depictions. The present study reexamined the continuum model of impression formation by investigating how the mechanisms of amateur technology platforms interacted with the depiction of amateur content created by social minority members to redirect people’s cognitive process of impression formation of minority members in the online amateur setting. More specifically, conducting a 2 (Stereotype Depiction) x 2 (Platform) experiment, this study looked at whether the amateur platform encouraged people to form a counter-stereotypic impression of the mediated transgender person featured in the amateur content. The findings revealed that the counter-stereotypic depiction in amateur content would encourage people’s counter-stereotypic labeling individuation. Regardless of stereotype depiction, the amateur platform encouraged information seeking individuation. However, the consequent increased information seeking individuation led to less positive attitudes towards both the featured transgender person and transgender people as a whole.

Authors

• Minjie Li, Louisiana State University

• Meghan Shara Sanders, Louisiana State U