Media content sharing as a value-based decision

Characterizing the mechanisms of social connection

Understanding how individuals form and maintain strong social networks has emerged as a significant public health priority as a result of the increased focus on the epidemic of loneliness and the myriad protective benefits conferred by social connection. In this review, we highlight the psychological and neural mechanisms that enable us to connect with others, which in turn help buffer against the consequences of stress and isolation. Central to this process is the experience of rewards derived from positive social interactions, which encourage the sharing of perspectives and preferences that unite individuals. Sharing affective states with others helps us to align our understanding of the world with another's, thereby continuing to reinforce bonds and strengthen relationships. These psychological processes depend on neural systems supporting reward and social cognitive function. Lastly, we also consider limitations associated with pursuing healthy social connections and outline potential avenues of future research.

Neural signals predict information sharing across cultures

Information sharing influences which messages spread and shape beliefs, behavior, and culture. In a preregistered neuroimaging study conducted in the United States and the Netherlands, we demonstrate replicability, predictive validity, and generalizability of a brain-based prediction model of information sharing. Replicating findings in Scholz et al., Proc. Natl. Acad. Sci. U.S.A. 114, 2881-2886 (2017), self-, social-, and value-related neural signals in a group of individuals tracked the population sharing of US news articles. Preregistered brain-based prediction models trained on Scholz et al. (2017) data proved generalizable to the new data, explaining more variance in population sharing than self-report ratings alone. Neural signals (versus self-reports) more reliably predicted sharing cross-culturally, suggesting that they capture more universal psychological mechanisms underlying sharing behavior. These findings highlight key neurocognitive foundations of sharing, suggest potential target mechanisms for interventions to increase message effectiveness, and advance brain-as-predictor research.

Integrating media content analysis, reception analysis, and media effects studies

Every day, the world of media is at our fingertips, whether it is watching movies, listening to the radio, or browsing online media. On average, people spend over 8 h per day consuming messages from the mass media, amounting to a total lifetime dose of more than 20 years in which conceptual content stimulates our brains. Effects from this flood of information range from short-term attention bursts (e.g., by breaking news features or viral 'memes') to life-long memories (e.g., of one's favorite childhood movie), and from micro-level impacts on an individual's memory, attitudes, and behaviors to macro-level effects on nations or generations. The modern study of media's influence on society dates back to the 1940s. This body of mass communication scholarship has largely asked, "what is media's effect on the individual?" Around the time of the cognitive revolution, media psychologists began to ask, "what cognitive processes are involved in media processing?" More recently, neuroimaging researchers started using real-life media as stimuli to examine perception and cognition under more natural conditions. Such research asks: "what can media tell us about brain function?" With some exceptions, these bodies of scholarship often talk past each other. An integration offers new insights into the neurocognitive mechanisms through which media affect single individuals and entire audiences. However, this endeavor faces the same challenges as all interdisciplinary approaches: Researchers with different backgrounds have different levels of expertise, goals, and foci. For instance, neuroimaging researchers label media stimuli as "naturalistic" although they are in many ways rather artificial. Similarly, media experts are typically unfamiliar with the brain. Neither media creators nor neuroscientifically oriented researchers approach media effects from a social scientific perspective, which is the domain of yet another species. In this article, we provide an overview of approaches and traditions to studying media, and we review the emerging literature that aims to connect these streams. We introduce an organizing scheme that connects the causal paths from media content → brain responses → media effects and discuss network control theory as a promising framework to integrate media content, reception, and effects analyses.

Anonymity in sharing morally salient news: the causal role of the temporoparietal junction

Considering the crucial role of morality in shaping one’s reputation, exploring factors that modulate people’s decision to share morally salient news is important. Previous studies suggested that self-expression and socializing are 2 key factors for news-sharing behaviors, suggesting the key role of anonymity in such decisions. Using functional magnetic resonance imaging (fMRI) and transcranial direct current stimulation (tDCS), the present study focused on how anonymity modulates the sharing of morally salient information, as well as its neural mechanisms. Results showed that compared to moral news, people were more reluctant to share immoral news, especially when they share it with their real names shown. On the neural level, we found that this effect was associated with the activity of the left temporoparietal junction (TPJ), as well as its functional connection to its right counterpart. Dynamic causal modeling analysis revealed the moral valence of news and the anonymity of sharing modulated the effective connectivity between the left TPJ and the middle frontal gyrus as well as the medial frontal gyrus. There was no significant difference when sharing news anonymously. Further, a followed-up tDCS experiment supported the causal role of the left TPJ in this behavioral effect. Taken together, these results suggested that people concern more about social repercussion, when they share the news with their real-names shown, especially when sharing immoral news, and this effect is associated with stronger neural activation in the left TPJ, as well as changes in its functional connectivity with other brain regions.

Using first-person narratives about healthcare workers and people who are incarcerated to motivate helping behaviors during the COVID-19 pandemic

Rational

Overcoming the COVID-19 pandemic requires large-scale cooperation and behavior change on an unprecedented scale. Individuals can help reduce the burden of the pandemic by participating in behaviors that benefit people whose life circumstances make them especially vulnerable.

Objective

We tested the effect of reading narrative (i.e., story-like) as opposed to expository (i.e., factual recounting) messages on beliefs about protecting others in groups vulnerable during the pandemic through increased message transportation (i.e. immersing the reader into the story). Additionally, we examined if reading narratives, as opposed to expository messages, increased intentions to engage in prosocial behaviors that benefit these groups through increased transportation.

Methods

The study used a between-subjects design where participants either read narrative or expository messages about the experiences of people who were at greater exposure to SARS-CoV-2 due to social and political factors, namely people who were incarcerated or working in healthcare during the onset of the COVID-19 pandemic.

Results

In line with pre-registered hypotheses, participants in the narrative (vs. expository) condition reported greater transportation into the message. We also observed indirect effects of narrative (vs. expository) messages, through increased message transportation, on: (1) beliefs that by physical distancing, one can protect vulnerable people (2) beliefs that members of the target groups (i.e., healthcare workers and people who are incarcerated), were vulnerable during the pandemic, (3) intentions to engage in prosocial behaviors that help family and friends, and (4) intentions to engage in prosocial behaviors that help members of vulnerable groups.

Conclusion

Together these results suggest that narratives can be used to motivate prosocial action during the COVID-19 pandemic to the extent that the narratives elicit transportation.

Which communication strategies can improve interventions aimed at tackling social inequalities in organized cancer screening in France?

Interventions to increase participation in cancer screening programs have been developed and evaluated by our research team. The results observed provide an opportunity to consider which methods of communication should be encouraged to improve those interventions. The objective of this commentary is to recommend communication strategies which should be adopted to efficiently reach and support disadvantaged individuals to engage in cancer screening, as a healthy behaviour.

The Effectiveness of Online Messages for Promoting Smoking Cessation Resources: Predicting Nationwide Campaign Effects From Neural Responses in the EX Campaign

What are the key ingredients that make some persuasive messages resonate with audiences and elicit action, while others fail? Billions of dollars per year are put towards changing human behavior, but it is difficult to know which messages will be the most persuasive in the field. By combining novel neuroimaging techniques and large-scale online data, we examine the role of key health communication variables relevant to motivating action at scale. We exposed a sample of smokers to anti-smoking web-banner messages from a real-world campaign while measuring message-evoked brain response patterns via fMRI, and we also obtained subjective evaluations of each banner. Neural indices were derived based on: (i) message-evoked activity in specific brain regions; and (ii) spatially distributed response patterns, both selected based on prior research and theoretical considerations. Next, we connected the neural and subjective data with an independent, objective outcome of message success, which is the per-banner click-through rate in the real-world campaign. Results show that messages evoking brain responses more similar to signatures of negative emotion and vividness had lower online click-through-rates. This strategy helps to connect and integrate the rapidly growing body of knowledge about brain function with formative research and outcome evaluation of health campaigns, and could ultimately further disease prevention efforts.

Follow-Up Investigation on the Promotional Practices of Electric Scooter Companies: Content Analysis of Posts on Instagram and Twitter

Background

Electric scooters (e-scooters) have become a popular mode of transportation in both the United States and Europe. In the wake of this popularity, e-scooters have changed the commuting experience in many metropolitan areas. Although e-scooters offer an efficient and economical way to travel short distances in traffic-congested areas, recent studies have raised concerns over their safety. Bird and Tier Mobility are 2 popular e-scooter companies in the United States and Europe, respectively. Both companies maintain active social media accounts with hundreds of posts and tens of thousands of followers. Recent studies have shown that consumer behavior may be influenced by the content posted to popular social media platforms, such as Instagram and Twitter.

Objective

This study aimed to examine the official Instagram and Twitter accounts of Bird and Tier Mobility to determine whether these companies promote and demonstrate the use of safety gear in their posts to their consumers.

Methods

Posts to Bird’s (n=287) and Tier Mobility’s (n=190) official Instagram accounts, as well as Bird’s (n=313) and Tier Mobility’s (n=67) official Twitter accounts, were collected from November 9, 2018, to October 7, 2019. Rules for coding content of posts were informed by previous research.

Results

Among posts to Bird’s Instagram account, 69.3% (199/287) had a person visible with an e-scooter, 9.1% (26/287) contained persons wearing protective gear, and there were no mentions of protective gear in captions corresponding to the post. Among posts to Tier Mobility’s Instagram account, 84.7% (161/190) contained a person visible with an e-scooter, 36.3% (69/190) contained persons wearing protective gear, and 4.2% (8/190) of captions corresponding to posts mentioned protective gear. Among posts to Bird’s Twitter account, 71.9% (225/313) had an image, of which 44.0% (99/225) contained a person visible with an e-scooter and 15.1% (34/225) contained persons wearing protective gear. Among posts to Tier Mobility’s Twitter account, 78% (52/67) had an image, of which 52% (27/52) contained a person with an e-scooter and 21% (11/52) contained persons wearing protective gear.

Conclusions

Findings show that modeling and promoting safety is rare on Bird’s and Tier Mobility’s official social media accounts, which may contribute to the normalization of unsafe riding practices. Social media platforms may offer a potential avenue for public health officials to intervene with rider safety campaigns for public education.