The Martin Luther King, Jr. Luncheon series is an annual series sponsored by the College of Engineering and Tau Beta Pi. The series seeks to promote a culture of inclusion, while helping encourage attendees to continue their development as a "whole person" rather than simply as an "engineer". Past topics have covered a wide range of issues, including social and cultural conflict, social change, globalization, technological growth and change, and urbanization. Our main goal with the luncheon series is to look at topics that go beyond the purely technical side of engineering. This semester, in order to ensure attendee safety, we are holding these events virtually over Zoom.
Speaker: Prof. Nicole Ellison, Karl E. Weick Collegiate Professor of Information, School of Information
Title: Why We Don’t Click: Interrogating the Relationship Between Viewing and Clicking in Social Media Contexts by Exploring the “Non-Click”
Abstract: Motivated by work that characterizes view-based social media practices as “passive use,” contrasting it with more desirable, interactive “active use,” this study explores how social media users understand their viewing and clicking practices and the empirical relationship between them. Employing a combination of eye tracking, survey, and interview methods, our study (N = 42) investigates what we call the non-click —instances where people intentionally and thoughtfully do not click on content they spend time viewing. Counterintuitively, we find no difference in how long our participants viewed content they clicked on compared to content they did not click. Our interview data reveal three audience-related concerns that contribute to deliberate non-clicking and illustrate how non-clicked content contributes to social connectedness when imported into other channels. I’ll share some thoughts on what this study might suggest for communities and individuals. For instance, what are some of the consequences of social media ecosystems that assume we click on worthy content? For maintaining a friendship, is it better to pick up the phone after reading a post, or to click “Like”?
To register for the event, please fill out the form linked here (https://forms.gle/ntmjzqK9vwEV1gzb8) by midnight on Sunday, Feb. 28. All attendees will receive a GrubHub coupon for use during the luncheon event. We hope to see you there!
Speaker: Prof. Nicole Ellison, Karl E. Weick Collegiate Professor of Information, School of Information
Title: Why We Don’t Click: Interrogating the Relationship Between Viewing and Clicking in Social Media Contexts by Exploring the “Non-Click”
Abstract: Motivated by work that characterizes view-based social media practices as “passive use,” contrasting it with more desirable, interactive “active use,” this study explores how social media users understand their viewing and clicking practices and the empirical relationship between them. Employing a combination of eye tracking, survey, and interview methods, our study (N = 42) investigates what we call the non-click —instances where people intentionally and thoughtfully do not click on content they spend time viewing. Counterintuitively, we find no difference in how long our participants viewed content they clicked on compared to content they did not click. Our interview data reveal three audience-related concerns that contribute to deliberate non-clicking and illustrate how non-clicked content contributes to social connectedness when imported into other channels. I’ll share some thoughts on what this study might suggest for communities and individuals. For instance, what are some of the consequences of social media ecosystems that assume we click on worthy content? For maintaining a friendship, is it better to pick up the phone after reading a post, or to click “Like”?
To register for the event, please fill out the form linked here (https://forms.gle/ntmjzqK9vwEV1gzb8) by midnight on Sunday, Feb. 28. All attendees will receive a GrubHub coupon for use during the luncheon event. We hope to see you there!
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