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Message Attributes, Consequences, and Values in Retweet Behavior : Based on Laddering Method

메시지 특성, 행위의 결과, 추구 가치에 기반한 리트윗 행위 : 래더링 기법을 이용한 탐색적 연구

  • 김효동 (아주대학교 미디어학과)
  • Received : 2013.02.14
  • Accepted : 2013.03.14
  • Published : 2013.03.28

Abstract

Assuming that roles of traditional mass media are also shown in Twitter services, the study aims at exploring Twitter users' motives and rationales in re-tweet behavior. Based on the laddering interview method, the study gathers data on (1) message attributes (what kinds of messages do you re-tweet?); (2) consequences (what kinds of consequences are you expecting when you re-tweet?); and (3) values (what are the ultimate values in your re-tweet behavior?). The most repetitive value occurring in participants' retweet was feeling "sympathy" and "sharing" rationales. For such rationales, participants oftentimes utilize messages with "agenda" and "information" that are relative to themselves. Messages with "helping" to help others also frequently showed up in their retweet rationales. Known as liberalists' rationales, "communal consciousness", and "calling for others' action" are also shown, but not as frequent as "feeling sympathy and sharing. A total of 48 items from the analyses were used in a subsequent study as variables to identify factors (dimensions) of retweet motivation.

Keywords

Microblog;Twitter;Retweet;Value System;Laddering Interview

Acknowledgement

Supported by : 한국연구재단

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