Visual overload: The influence of broadcast social media visuals on televised debate viewing outcomes

Abstract

During the 2016 US presidential primary debate cycle, CBS displayed tweets alongside presidential candidates on-screen. Using the elaboration likelihood model and social identity theory, the current study reveals the incorporation of Twitter comments and metrics may have hindered normative outcomes of debate viewing. A mixed-method approach consisting of content analysis and an eye-tracking intervention was used to understand the effects of including socially networked information in televised debates. Findings show that including information from social media on-screen appeared to displace elaborative energy, limiting what viewers learned about candidate policies, and leaving them feeling disillusioned about politics. Polarization seemed to increase, while viewing tweets on-screen also related to being less persuaded by candidates. The inclusion of on-screen social media visuals during televised debates may overwhelm the viewer’s ability to process and retain democratic information.