Presentation about psychological, content and structural factors which influence sharing on social media

1. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Why do we share news & content on social
media?
Francisco Segado

2. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Why do we share news & content on social media?
► Psychological factors
► Message factors
► Contextual factors

3. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Why do we share news & content on social media?

4. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Psychological factors
Sharing information stimulates our brain.
 Same areas:
 Money
 Food
 Physical attraction

5. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Psychological factors
Socializing
 Community belonging
 Straightening links
 Supplying useful information to our friends
 Information seeking
 Effect of reciprocity

6. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Psychological factors
Self-image
 Building our reputationt
 Projecting our self-image
 Reinforcing our worldview and opinions

7. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors

8. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors

9. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Psychological factors

10. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors
Emotion raising messages
 Intense emotions

11. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors
Narration / Storytelling / Human focus or interest

12. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors
Celebrities

13. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors
Simplicity

14. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors
Informational value
 New / Unexpected

15. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors
Informational value
 Usefulness / Purposeful

16. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors
Images
 Intense colors
 Motion
 Simplicity
 Human faces

17. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors
Aesthetically attractive

18. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors

19. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Message factors

20. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Structural factors
Low cost / opportunity
Previous habits
Source credibility
Legacy media visibility

21. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Got questions?

22. ¿Por qué compartimos noticias?Paco Segado
March, 14th-16th
Thanks for not falling asleep!
francisco.segado@unir.net
Dank u!