Measuring real-time cognitive engagement in remote audiences.

Responses to arts and entertainment media offer a valuable window into human behaviour. Many individuals worldwide spend the vast majority of their leisure time engaging with video content at home. However, there are few ways to study engagement and attention in this natural home viewing context. We used motion-tracking of the head via a web-camera to measure real-time cognitive engagement in 132 individuals while they watched 30 min of streamed theatre content at home. Head movement was negatively associated with engagement across a constellation of measures. Individuals who moved less reported feeling more engaged and immersed, evaluated the performance as more engaging, and were more likely to express interest in watching further. Our results demonstrate the value of in-home remote motion tracking as a low-cost, scalable metric of cognitive engagement, which can be used to collect audience behaviour data in a natural setting.

Spontaneous Trait Inferences on Social Media.

The present research investigates whether spontaneous trait inferences occur under conditions characteristic of social media and networking sites: nonextreme, ostensibly self-generated content, simultaneous presentation of multiple cues, and self-paced browsing. We used an established measure of trait inferences (false recognition paradigm) and a direct assessment of impressions. Without being asked to do so, participants spontaneously formed impressions of people whose status updates they saw. Our results suggest that trait inferences occurred from nonextreme self-generated content, which is commonly found in social media updates (Experiment 1) and when nine status updates from different people were presented in parallel (Experiment 2). Although inferences did occur during free browsing, the results suggest that participants did not necessarily associate the traits with the corresponding status update authors (Experiment 3). Overall, the findings suggest that spontaneous trait inferences occur on social media. We discuss implications for online communication and research on spontaneous trait inferences.

Ambient awareness: From random noise to digital closeness in online social networks.

Ambient awareness refers to the awareness social media users develop of their online network in result of being constantly exposed to social information, such as microblogging updates. Although each individual bit of information can seem like random noise, their incessant reception can amass to a coherent representation of social others. Despite its growing popularity and important implications for social media research, ambient awareness on public social media has not been studied empirically. We provide evidence for the occurrence of ambient awareness and examine key questions related to its content and functions. A diverse sample of participants reported experiencing awareness, both as a general feeling towards their network as a whole, and as knowledge of individual members of the network, whom they had not met in real life. Our results indicate that ambient awareness can develop peripherally, from fragmented information and in the relative absence of extensive one-to-one communication. We report the effects of demographics, media use, and network variables and discuss the implications of ambient awareness for relational and informational processes online.

Ostracism Online: A social media ostracism paradigm.

We describe Ostracism Online, a novel, social media-based ostracism paradigm designed to (1) keep social interaction experimentally controlled, (2) provide researchers with the flexibility to manipulate the properties of the social situation to fit their research purposes, (3) be suitable for online data collection, (4) be convenient for studying subsequent within-group behavior, and (5) be ecologically valid. After collecting data online, we compared the Ostracism Online paradigm with the Cyberball paradigm (Williams & Jarvis Behavior Research Methods, 38, 174-180, 2006) on need-threat and mood questionnaire scores (van Beest & Williams Journal of Personality and Social Psychology 91, 918-928, 2006). We also examined whether ostracized targets of either paradigm would be more likely to conform to their group members than if they had been included. Using a Bayesian analysis of variance to examine the individual effects of the different paradigms and to compare these effects across paradigms, we found analogous effects on need-threat and mood. Perhaps because we examined conformity to the ostracizers (rather than neutral sources), neither paradigm showed effects of ostracism on conformity. We conclude that Ostracism Online is a cost-effective, easy to use, and ecologically valid research tool for studying the psychological and behavioral effects of ostracism.