Second screening has become a trending phenomenon in the hybrid media system. Audiences use mobile phones or other digital devices while watching television or live streaming to access news and information or/and to discuss the relevant contents they are viewing. Several recent studies have indicated the democratic effect of such media consumption behavior. Notably, second screening has shown promise to instigate civic engagement in China during the ongoing COVID-19 epidemic, which is evidenced by the extensive passionate opinion expression both online and offline. In addition to seeking relevant information, the Chinese audiences second screen to express complaints on the Party’s spinning propaganda, dissatisfaction with the government’s policies, outrage towards delinquent officials, appeal for free speech, and other types of concern over this massive health crisis.
However, the mechanisms underlying how second screening promotes civic engagement have not been fully explored. Based on this particular case, the study aims to investigate how second screening contributes to an engaged public. As suggested by previous studies, this study differentiates second screening behaviors into informational media use and expressive media use, and examines how the two types of behaviors take effect coherently; in the meanwhile, individually in promoting civic engagement. Furthermore, considering the difficult situation of free speech in China, the study pays close attention to how civil resistance is embodied in the mechanism by inquiring how the audiences access, deal with, and react to oppositional knowledge while second screening.
The explanatory framework of this study is based on the Orientation-Stimulus-Reasoning-Orientation-Response (O-S-R-O-R) model. Benefitting from its communication and cognitive origins, the O-S-R-O-R model provides a suitable analytical framework for researching the mutual dynamics between media use and civil behaviors. The application of this model assists us in addressing the general question of “how” – to identify the chains of effect. In addition to the original model, we propose three more factors on the cognitive and emotional dimensions – political satisfaction, political attitude, and emotional status – to capture a more nuanced picture.
As the COVID-19 disease has not yet been controlled, the study is an ongoing project. Data will be collected through a representative online survey in China. It is estimated that we will finish data collection by April, 2020 and work out the preliminary findings by May, 2020.
The anticipated contribution of the study is twofold. First, the study further enriches the political implications of second screening. More specifically, it explains how hybrid media consumption practices may foster audiences’ engagement in public affairs. Second, the study tests the O-S-R-O-R model in a public health crisis in China and proposes possible revisions for its future application.