Communication

Affect in science communication: a data-driven analysis of TED Talks on YouTube

O. Fischer, L. T. Jeitziner, et al.

Explore how emotions shape audience engagement with TED Talks on YouTube in this fascinating study by Olivia Fischer, Loris T. Jeitziner, and Dirk U. Wulff. Discover the intriguing links between word choices, popularity, and audience reactions that can enhance your understanding of effective communication.

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Playback language: English

Index

Abstract

This article investigates the role of affect on audience engagement with TED Talks on YouTube. The study examined how valence (predominantly positive or negative words) and density (use of affect-laden words) are associated with popularity (views and likes) and polarity (dislikes and comments). Positive valence was linked to higher popularity and lower polarity, while higher affective density was linked to higher popularity but not polarity. The association between affect and engagement was moderated by talk topic but not by scientific content.

Publisher

Humanities and Social Sciences Communications

Published On

Jan 08, 2024

Authors

Olivia Fischer, Loris T. Jeitziner, Dirk U. Wulff

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