Elon University / Today in Elon / Jenny Jiang’s New Research Examines Second-Screen Viewing Behaviors

The assistant professor of communication design co-published an article titled “Investigating Types of Second Screeners and Their Social Media Behaviors” in the Journal of Communication Technology.

Jenny Jiang, assistant professor of communication design, and three collaborators have co-authored a new research paper, titled “Investigating Types of Second Screeners and Their Social Media Behaviors,” in the Journal of Communication Technology. The publication is the official journal of the Communication Technology Division of the Association for Journalism and Mass Communication Education.

jenny jiang

Jiang collaborated with Ruobing Li of Stony Brook University, Lance Porter of Louisiana State University, and Rui Wang of Communication University of China to explore the use of technology by individuals watching the television while using a secondary electronic device (smartphone, tablet, etc.) . According to the newspaper article, nearly 90% of US respondents said they used their smartphone while watching TV in 2017, up from 70% just six years earlier.

The quartet used survey data on second-screening activities while watching eight types of TV programs among 570 Twitter users. This led to the identification of four types of second filters: second filters for politics and news, second filters for sporting events and advertisements, second high filters, and second low filters.

The authors incorporated survey data with a year of survey respondents’ Twitter activities, and their paper extends previous research on second-pick as an intentional hybrid media practice by examining how fine-grained Twitter behaviors are associated with four types of second selectors. The authors also discussed the implications of how different types of television programming can interact better with different types of second screens.

“This study represents an exemplary study combining social media analysis with survey research to explore finer patterns of Twitter behavior that are associated with various types of second filters in a more ecologically valid way,” Jiang said. “It also contributes to the less-studied area of ​​how hybrid media practices are associated with seeking information beyond the reach of politics.”

Ke (Jenny) Jiang received her Ph.D. from the University of California, Davis and is a social scientist in computer science in the areas of social and semantic network analysis and social media analysis. His research interests include communication technologies, collective intelligence on social media, social movements and campaigns and international communication. She has published in leading journals including International Journal of Communication, Social Science Computer Review, Human Communication Research, Government Information Quarterly, Social Network Analysis and Mining, and Scientometrics.

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