Media system dependency and user attachment in social Q&A communities: do active users and lurkers differ?

PurposeThis study aims at exploring users' motives to form attachments within the social Q&A community context and identifying the differences between active users and lurkers when building emotional attachments. By utilizing the media system dependency (MSD) theory, this study investigates into the driving factors of dependency relations (understanding, orientation and play) to user attachments (i.e. attachment to the social Q&A community, attachment to content creators).Design/methodology/approachThe research model is empirically validated by an online questionnaire among users of a social Q&A community. Deriving from the actual behavioral data, the authors divide 262 valid responses into 157 active users and 105 lurkers according to whether they post or not. The partial least squares (PLS) method is exploited to analyze the relationships in the model. In addition, the PLS-based multi-group analysis is conducted for comparing active users and lurkers.FindingsThe empirical results confirm that dependency relations (understanding, orientation and play) significantly influence user attachments. Multi-group analysis suggests that the effect of understanding dependency relations on attachment to content creators is stronger for active users than for lurkers. However, the effect of orientation dependency relations on user attachment is significant for lurkers but not significant for active users.Originality/valueThis study enriches the knowledge of the MSD theory by extending it to the social Q&A community setting. Based on the MSD theory, the relationships between three sides of dependency relations and two types of user attachments are hypothesized in the research model. Besides, the impact of user heterogeneity in building user emotional attachment still lacks consideration. This study is one of the first in the field of comparison studies to compare active users and lurkers in such context, providing a novel contribution in understanding the motivations and emotional responses of different users.

Media system dependency and change in risk perception during the COVID-19 pandemic

On February 27, 2020 the first case of COVID-19 contagion was detected in Mexico, and by the end of March phase 2 of the epidemic had been declared in the country when local transmission was detected. In a context of crisis and uncertainty like the one described, a risk perception tends to arise among the population that fears to be affected personally, to a large extent due to the influence exerted by the media by information they provide about the contingency, which derived from the media system dependency that occurs in the population. In order to determine the risk perception present in view of the COVID-19 pandemic, as well as the influence that media consumption had on the population’s attitude, an online analytical survey was carried out on 630 Mexican respondents. The results present a population with a relatively low risk perception, but with a moderate dependency when it comes to getting information about everything that has to do with the pandemic. In addition, it is possible to observe that this dependency tends to generate an increase, in an indirect manner, of the risk perception through the consumption of television, the digital press and Facebook.

Theorizing Dependency Relations in Small Media

The paper questions the pervasive western intellectual universalism which disregards Global South imaginations for generalized approaches. Using field data from Uganda about Community Audio Towers (CATs), the western-generated community media theory is interrogated, accentuating its failure to account for the intricate relationship between the individual, society, and small media. To cover the gap, the Small Media System Dependency theory is herein introduced as a geocultural response to lack of theory from the South.

Understanding the facilitators and inhibitors of individuals’ social network site usage

Purpose Focusing on social network services (SNS), the purpose of this paper is to propose a research model to investigate individuals’ SNS usage facilitators and inhibitors from the perspective of individuals’ media system dependency (MSD) and privacy concerns. Design/methodology/approach The research model will be tested with data collected from online users of Facebook. The survey yielded a total of 403 responses for the data analysis which was conducted by measurement and structural models. Findings The findings indicate that SNSs members strive for understanding, orientation, and play dependencies which facilitate their satisfaction and social presence, and subsequently fosters their continuance intention toward the SNS. In addition, the members’ privacy concerns decrease satisfaction and social presence online. Originality/value First, this study has contributed to the authors’ understanding of an individual’s SNS facilitators and inhibitors from the theoretical perspective (i.e. MSD theory and privacy concerns). Second, satisfaction is a strong antecedent of continuance intention and would dilute the effect of social presence on an individual’s SNS continuance intention.

SNS dependency and interpersonal storytelling: An extension of media system dependency theory

The purposes of the current study are (1) to conceptualize and test a social networking service (SNS) dependency measure and (2) to propose and test a general model of the effect of SNS dependency on online and offline interpersonal storytelling. This study is theoretically guided by media system dependency theory and communication infrastructure theory. Computer-assisted personal interviews (CAPI) were conducted with 477 SNS users aged 19–59 in Seoul in October of 2012. Confirmatory factor analyses results showed that our SNS dependency measure was valid and reliable. The results also confirmed that SNS dependency had direct effects on individual users’ levels of engagement with interactive activities on SNSs and indirect effects on offline interpersonal storytelling.