Big Data or Small Stories? Exemplification and Interactivity Effects on Shaping Perceptions and Attitude of Social Issues

• In Event: CAT Interactive Papers #2

Abstract

With the rising popularity of “big data”, journalists are trying to integrate data-rich information into news content and to make them accessible to everyday news readers by accompanying them with exemplifying cases. But, these exemplars do not always fully capture the complexity of the data patterns, yet they end up playing an important role in shaping user perceptions of the issue. This study examines the effectiveness of interactivity in counteracting the strong exemplification effect through enhancing perceived vividness of, and user engagement with, data-rich information. A 2 (baserate-exemplar consistency) × 3 (presentational format) × 2 (issue topic) mixed-design experiment revealed that, compared to textual description and static visualization, interactive visualization is effective in motivating systematic processing of the baserate information, which positively influences accuracy of issue perception as well as personal attitude. The study generates both theoretical and practical implications on journalistic practices and interface designs for communicating big-data information.

Authors

• Haiyan Jia, Pennsylvania State University

• S. Shyam Sundar, Pennsylvania State U and Sungkyunkwan Univ