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Purpose – Sports leagues have stood out in the entertainment industry due to their great economic value and cultural impact. This is the case of the American sports leagues, with emphasis on the National Basketball Association (NBA), whose largest Latin American market lies on Brazil. The aforementioned league’s audience is constantly growing, a fact that can be partially explained by the encouragement provided for its viewers to interact through social media, in a phenomenon called social TV. Accordingly, the aim of the present study is to investigate how social TV works as a means for Brazilian fans to coproduce their NBA broadcasting enjoyment through social media interactions. Design/methodology/approach – The authors conducted a netnography on the community of fans engaged in Twitter hashtag #NBAnaESPN, which was released by ESPN to promote audience integration during NBA games' broadcasting. Findings – A theorization about the role played by social TV in the way fan culture articulates through social media to enjoy broadcasting media products was herein presented. The findings of this study have evidenced three categories concerning the role played by television broadcasting, social media and the fandom in NBA consumption by Brazilian fans. Based on these findings, the authors got to the conclusion that social TV establishes a mediatized environment where fan culture can be articulated through social media to enable interactions about television broadcasting. Research limitations/implications – The study was limited to members of the Brazilian NBA audience who engage in the official social media of the league’s broadcasting. Originality/value – The study heads toward a theoretical generalization based on the research results.

As technological advancements continue to shape our daily lives, and social TV has emerged as an interactive platform that fosters connections between families and friends. This study investigates the selection of social TV content by examining the influence of AI and other contributing factors, with gender proposed as a mediating factor. Involving 300 students from two randomly selected public universities in Irbid, Jordan, data were collected through an online survey with self-reported responses. The study revealed that AI enhances characteristics such as information gathering, social awareness, and knowledge sharing, subsequently affecting user attitudes and content selection on social TV platforms. Both AI and user attitudes significantly contribute to content selection, while gender acts as a mediator, influencing AI integration and attitudinal shifts. Ultimately, AI provides seamless access to preferred content and improves ease of use, enriching content recommendation systems and fostering increased user interest and satisfaction. This positive experience with AI services shapes user attitudes towards technology. This study offers a comprehensive examination of the intersection between AI, gender, attitudes, and social TV content selection within the context of Jordanian young users, marking a [ABSTRACT FROM AUTHOR]

As social media is constantly gaining in importance, public service media (PSM) is forced to create content that fits the environment of social media platforms (SMPs). In Germany, the content network funk by the ARD and ZDF represents a change in the thinking of PSM and policy makers. Since platformization affects PSM institutionally and structurally, German media regulators are addressing platformization in the context of the new Interstate Media Treaty. The article aims to discuss the treaty's orientation toward digital platforms and SMPs as it attempts to subject them to the control of local state media authorities. Algorithms and data-driven content curation are policed in terms of transparency and non-discrimination, and to ensure that public value content is not marginalized. To enforce this, I would argue, the treaty has to acknowledge the importance of platformization as a structural prerequisite that enables PSM to serve its public demand. [ABSTRACT FROM AUTHOR]

As technological advancements continue to shape our daily lives, and social TV has emerged as an interactive platform that fosters connections between families and friends. This study investigates the selection of social TV content by examining the influence of AI and other contributing factors, with gender proposed as a mediating factor. Involving 300 students from two randomly selected public universities in Irbid, Jordan, data were collected through an online survey with self-reported responses. The study revealed that AI enhances characteristics such as information gathering, social awareness, and knowledge sharing, subsequently affecting user attitudes and content selection on social TV platforms. Both AI and user attitudes significantly contribute to content selection, while gender acts as a mediator, influencing AI integration and attitudinal shifts. Ultimately, AI provides seamless access to preferred content and improves ease of use, enriching content recommendation systems and fostering increased user interest and satisfaction. This positive experience with AI services shapes user attitudes towards technology. This study offers a comprehensive examination of the intersection between AI, gender, attitudes, and social TV content selection within the context of Jordanian young users, marking a pioneering contribution to the field of media studies in the MENA region.

Social TV has become a part of contemporary functioning and viewing patterns. It enhances the television watching experiences of audiences and introduces new trends that can communicate different viewers. This study examines the social TV experiences of Jordanian young audiences regarding using virtual reality (VR) acceptance to understand their real-time experiences. A cross-sectional study design with randomly selected 354 individuals from Jordan was analysed utilizing the Structural Equation Modelling (SEM) to also examine the strength of every factor regarding VR used for social TV. Results showed four factors were directly linked to watching social TV (experiences, real-time, digital content, face-to-face communication). Therefore, the study also concluded that the prominent role of VR in enhancing social TV experiences regarding factors, e.g., entertainment, communication, and information sharing, its impact is a complex phenomenon, however.

The article discusses the implications, potential, and ways of using online media in the context of television journalism. Watching TV together is moving to social networks. Relying on the concept of social television viewing, the paper tried to study how television station editors use social networks, as well as to what extent social networks use television as a source of content. These questions were investigated empirically using the method of content analysis on a sample of 10 BH. television stations. The results point to three areas: 1. watching television on social networks as a social activity (Social TV), 2. television as a resource and source of content for social networks, and 3. social networks as a new television platform. The article provides a contribution to a poorly studied area in studies of the adaptation of television to the contemporary convergent environment.

As a combination of television viewing and social media use, social TV epitomizes the intersection of mass communication and interpersonal communication. However, it remains unknown how such a novel format of media experience influences the agenda-setting effects. A lab experiment (N = 120) examined (a) how user-to-user interactions in social TV (i.e. real-time comments from virtual co-viewers) affect the agenda-setting process and (b) how such effect is moderated by different interface types (e.g. all-in-one screen vs a second screen). Results suggest that participants who watched a news clip that featured many (vs few) comments from virtual co-viewers perceived the issue to be more important, but such effect was at work only when user comments were viewed on the second screen. In addition, exposure to many (vs few) comments decreased participants' satisfaction with social TV and their intention to use social TV in the future. [ABSTRACT FROM AUTHOR]

Despite social TV is still a new research concept, modest advances have been made though mostly in Western contexts with little attention being given to motivating factors of multiscreen social TV system use intentions. This article aims to close this literature void though not by focusing on the development of non-Western literature mainly but by focusing on augmenting the body of existing literature in multiscreen social TV system use intentions. To achieve this objective, past and existing literature both in Western and non-Western contexts was critically reviewed. A three-dimension (independent variable, mediating variable, and dependent variable) conceptual model was designed, based on the reviewed literature, with six constructs as independent variables namely: usability, sociability, social presence, multi-modality, user-generated content, and hedonism) theorised to be mediated by 'attitude' and behavioural intention is theorised as the dependent variable. The article concludes that the motivating factors of multiscreening social TV system use intention have not been exhaustively identified yet and multisreening is a complex social phenomenon that requires holistic research to understand deeper. Therefore, further empirical research is needed to provide further evidence-based understanding of the factors that motivate people to intend to go multiscreening while watching TV. [ABSTRACT FROM AUTHOR]

Social TV has become a part of contemporary functioning and viewing patterns. It enhances the television watching experiences of audiences and introduces new trends that can communicate different viewers. This study examines the social TV experiences of Jordanian young audiences regarding using virtual reality (VR) acceptance to understand their real-time experiences. A cross-sectional study design with randomly selected 354 individuals from Jordan was analysed utilizing the Structural Equation Modelling (SEM) to also examine the strength of every factor regarding VR used for social TV. Results showed four factors were directly linked to watching social TV (experiences, real-time, digital content, face-to-face communication). Therefore, the study also concluded that the prominent role of VR in enhancing social TV experiences regarding factors, e.g., entertainment, communication, and information sharing, its impact is a complex phenomenon, however. [ABSTRACT FROM AUTHOR]

Televizyon ve internet tabanlı video platformlarının birer rakip olarak düşünüldüğü dönemin ardından, özellikle 2010 yılından itibaren televizyon yayıncılığı internet ortamında yer almaya ve içeriklerini farklı mecralar üzerinden paylaşmaya başlamıştır. Yine aynı dönemde sosyal medya platformlarının canlı yayın özelliği kazanmasıyla; platformlar üzerinden canlı programlar yapılmaya başlanmıştır. Bu doğrultuda sayısal platformların arayüzünün yapısal özellikleri; bir yandan izleyicinin içerik tercihlerini yönlendirilmekte bir yandan da izleyiciler arasındaki iletişimi bazen kolaylaştırırken bazen de sınırlandırmaktadır. Bu çerçevede çalışmanın odaklandığı temel problem; sayısal platformların gizli sosyoteknik işleyişidir. Sayısal platformların yapısal özelliklerini göz önünde bulundurarak, bu çalışmanın amacı yeni nesil çevrim içi canlı yayın platformlarını incelemek ve gelişen yeni yayıncılık ekosistemini anlamaya çalışmaktır. Araştırma kapsamında TwitchTV platformunun arayüz yapısı gezinti çözümlemesi [walkthrough] yöntemi kullanılarak incelenmiştir. Araştırma sonucunda TwitchTV arayüzünde belirli tekno-sınırlar oluşturularak; kanallara abone olan ve olmayan izleyiciler arasında keskin bir ayrım yapıldığı, bazı izleyici özelliklerinin kısıtlandığı, izleyiciler arasında hiyerarşik bir yapı oluşturularak izleyicilerin belirli eylemleri gerçekleştirmesi için yönlendirildiği ortaya çıkarılmıştır. Bu sayede yayıncılık ekonomisinde önemli bir yere sahip ve hızla büyüyen etkileşimli canlı yayın platformlarının pek çok farklı yöntem kullanarak Sosyal TV yayıncılığına yön verdiği ortaya çıkartılmıştır.

Copyright of Social Sciences & Humanities Studies / Društvene i Humanističke Studije (DHS) is the property of Faculty of Humanities & Social Sciences, University of Tuzla and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

The integration of television screens to become a new media interaction is one of the most significant shifts that technology has brought us. Today, Social TV is a developed source of communication, education, and entertainment through interactive platforms. This study examines the factors influencing Social TV acceptance among Generation Z in Jordan. We employed a cross-sectional design and obtained data from n = 304 respondents. Findings attained from Structural Equation Modelling revealed that different factors (e.g., personal beliefs, attitude towards behaviour, and intention towards behaviour) predicted respondents' attitudes and behaviour regarding Social TV behavioural acceptance. However, attitude towards behaviour was not linked to subjective norms, with the latter not correlated with intention towards behaviour. The proposed mediation role of perceived ease-of-use and usefulness had significant influence, indicating how Social TV acceptance is deeply associated with respondents' new behavioural patterns and habits. Thus, we conclude that in terms of explaining human behaviour, the role of motivational factors in accelerating one's intention, and their impacts, is a complex phenomenon.

Social television (TV) engagement has become more commonplace as viewers seek alternative ways of engaging with TV shows and other viewers. This is especially true with televised professional wrestling; 119,506 tweets were analyzed using social network analysis during the four World Wrestling Entertainment telecasts. Results show that brand-affiliated users primarily interact among one another and not the fans themselves, despite fans reaching out to the brand, resulting in significant social stratification and low interactivity within the community. The findings suggest that when fans think they are able to join and contribute to the brand's ongoing conversation, those fans might still be highly motivated to communicate with the brand, even if the brand does not reciprocate. [ABSTRACT FROM AUTHOR]

Social Virtual Reality (VR) allows multiple distributed users getting together in shared virtual environments to socially interact and collaborate. This article explores the applicability and potential of Social VR in the broadcast sector, focusing on a live TV show use case, by providing three main contributions: 1) a novel and lightweight social VR platform; 2) a professional piece of VR content to recreate an interactive live TV show; and 3) an analysis of the performance and user experience. The Social VR platform includes different innovative and outstanding features compared to state-of-the-art solutions. It allows a real-time integration of remote users in shared virtual environments, using realistic volumetric representations and affordable capturing systems, thus not relying on the use of synthetic avatars. It supports a seamless and rich integration of heterogeneous media formats, including 3D scenarios, dynamic volumetric representation of users and (live/stored) stereoscopic 2D and 180°/360° videos. In addition, it enables low-latency interaction between volumetric users and a video-based presenter (Chroma keying) and a dynamic control of the media playout to adapt to the session’s evolution. The article also describes the production process of an immersive an interactive TV show to demonstrate the platform’s capabilities and its potential benefits. On the one hand, the results from objective tests show the satisfactory performance of the platform. On the other hand, the promising results from user tests support the potential impact of the presented platform, opening up new opportunities in the broadcast sector. [ABSTRACT FROM AUTHOR]

These days, many individuals engage in a unique form of TV viewing that includes a simultaneous act of watching television content and talking about it with others in a mediated environment. This phenomenon is commonly referred to as social TV viewing. Responding to the popularity of this form of TV viewing behavior, the present study examines the individual differences of the social TV viewing experience, particularly with regard to different communication platforms (e.g. private vs. public). Based on the data collected from an online survey, primary findings indicate that extroverted and lonely individuals have different social TV viewing experiences such as preferences for a particular type of platforms for social TV viewing. Further, social presence plays an important role in the understanding of social TV enjoyment in private and public platforms. [ABSTRACT FROM AUTHOR]

Audiences’ TV series entertainment experiences are increasingly shaped not only by the events on the ‘first screen’ but also by discussions on social media. While an extensive body of research has examined practices of ‘second screening,’ especially on Twitter, online discussions before and after the live broadcast and on other platforms have received less attention. On Reddit—one of the most important platforms for Social TV—discussions often take place in temporally structured threads that allow users to discuss an episode before (pre-premiere thread), during (live premiere thread), and after (post-premiere thread) it airs. In this project, we examine whether these spaces mainly indicate temporal preferences among users or are associated with different usage practices and motives. To do so, we conducted two case studies of the Reddit community r/gameofthrones: a survey about usage motives (n = 417) and an automated content analysis of approximately 1.2 million comments left on the episode discussion threads in which we examined thread use over time, interactions between users, and discussion content. The results revealed differing usage motives and practices for the three thread types, illustrating the distinct function that these communication spaces fulfil for users.

This study uses social presence theory and social identity theory as theoretical frameworks to examine global social TV usage during a mega-sporting event. A total of 2,296 people from six different nations (Canada, China, Germany, Japan, Sweden, and the United States) were surveyed about their social TV usage, degree of social presence, and team identification in the week following the 2018 Winter Olympics in PyeongChang, South Korea. Primary findings illustrate that increased social TV use predicts increased measures of social presence, social capital, and perceived sociability, which then influences one's identification with their national team and Winter Olympics fandom. Additional insights are found regarding global social TV engagement and ancillary device usage habits. [ABSTRACT FROM AUTHOR]

Viewers often use social media platforms like Twitter to express their views about televised programs and events like the presidential debate, the Oscars, and the State of the Union speech. Although this promises tremendous opportunities to analyze the feedback on a program or an event using viewer-generated content on social media, there are significant technical challenges to doing so. Specifically, given a televised event and related tweets about this event, we need methods to effectively align these tweets and the corresponding event. In turn, this will raise many questions, such as how to segment the event and how to classify a tweet based on whether it is generally about the entire event or specifically about one particular event segment. In this paper, we propose and develop a novel joint Bayesian model that aligns an event and its related tweets based on the influence of the event's topics. Our model allows the automated event segmentation and tweet classification concurrently. We present an efficient inference method for this model and a comprehensive evaluation of its effectiveness compared with the state-of-the-art methods. We find that the topics, segments, and alignment provided by our model are significantly more accurate and robust. [ABSTRACT FROM AUTHOR]

As live TV has lost viewers to streaming services and digital videos, TV producers have strived to bring viewers back to TV screens by integrating social features in programing. Meanwhile, social TV has become a prevalent TV-viewing pattern. Although previous findings indicate that social TV can help increase engagement with TV programs, how it benefits advertisers is still uncertain. This study sheds light on this idea by investigating what live TV viewers talk about during commercial breaks. A content analysis was conducted using 4,792 live comments posted on a major social TV platform during the commercial breaks in five episodes of a popular South Korean TV drama. Results indicate that (a) the majority of the live comments pertained to the drama episodes (79.7%) rather than commercials (8.9%) and (b) comments related to commercials were more likely to be negative (50.1%) than positive (20.6%). Overall, the findings suggest that social TV viewers are generally program-oriented and, thus, either neglect or unfavorably perceive program-irrelevant tasks (e.g. attending to and processing commercials). The findings emphasize the need for an advertising-centric theoretical approach to social TV and provide practical implications for advertisers based on analyzing social TV behavior. [ABSTRACT FROM AUTHOR]

This research explores how television viewers' online program engagement (OPE)—engagement in social media conversations about television programs—relates to audience size during ads in those programs. We leverage a multisource dataset of 8417 ad instances, volume and deviation measures of OPE activity (program-related Twitter mentions), and audience size during ads. We show that increases in OPE volume and positive deviations from the episode's average level of OPE before an ad relate to higher ad audience size. To explain, we argue that OPE reflects viewers' program involvement which attenuates their channel-changing behavior during ads. Positive OPE deviations moreover relate to higher ad audience sizes most strongly for earlier ads in a break. Our results help television networks and advertisers strategically determine ad placements for increased ad audience size by highlighting social episodes (characterized by high OPE volume) and social moments (characterized by positive OPE deviations) as attractive advertising environments. [ABSTRACT FROM AUTHOR]

This study investigates the causal relationship between antecedents and consequences of social television viewing combining the television screen and concurrent use of a mobile, “second screen” media platform. The results indicate that social television viewing is a complex process driven by the viewers’ program affinity, motives, interpersonal interaction, and the perceived media characteristics of alternative platforms. The social television viewing behavior also has a positive influence on loyalty to television programs, time-shifted viewing, and product purchase intention. The implications of these findings and recommendations for future research are discussed.

Em um contexto em que as opções de entretenimento são cada vez maiores e de mais fácil acesso, a televisão tem buscado maneiras de fidelizar o público, bem como de atrair novos espectadores. A internet, que aparentava ameaçar a hegemonia da TV, tem sido uma grande aliada nessa tarefa, principalmente no uso das redes sociais. Nesse ambiente, o talent show norteamericano The Voice tem-se mostrado bastante eficiente em dialogar com a audiência, propiciando ações de Social TV e propagabilidade de conteúdos. Na busca por investigar as sinergias entre audiência, emissores e redes sociais, encontramos estratégias envolvendo aplicativos, vídeos de bastidores, spoilers, linguagem mais coloquial, hashtags e possibilidades de alteração do fluxo narrativo através de pesquisa bibliográfica e análise documental, tendo em vista a natureza do objeto empírico.

In this paper, we exploit a large-scale TV program, the Super Bowl 2016, to investigate the impact of television program–induced emotions on viewers' online word-of-mouth (WOM) behavior on Twitter toward the Super Bowl ads aired during the game. The results obtained from a difference-in-differences analysis support our hypotheses on the direct and congruence effects of television program–induced emotions. Findings on the direct effect suggest that television program–induced emotional shocks (e.g., frustration after a fumble or joyness after a touchdown) have a significant effect on the arousal and valence of viewers' online WOM toward ads subsequently. We additionally find that a match between television program–induced emotional shocks and the emotional content of ads leads to a more significant increase in the arousal and more favorable valence of online WOM responses to ads subsequently. Our findings suggest that advertisers should pay attention to the emotional context of ads in which the ads are placed and the content of ads. It would be more optimal to allocate ads into different programs or different positions in a certain program such that the context of ads and the content of ads are carefully matched or contrasted, especially when ads are likely to stimulate positive feedback from the audience. The proliferation of social media platforms allows marketers to gauge consumers' opinions toward brands directly from online word of mouth (WOM). In this paper, we exploit a large-scale television program (the Super Bowl 2016) and exogenous game events that may cause a positive emotional context for fans of the winning team while creating a negative emotional context for fans of the losing team to investigate the impact of television-program-induced emotions on viewers' online WOM behavior toward ads that were aired during program breaks. The results obtained from a difference-in-differences analysis with coarsened exact matching generally support our hypotheses on the direct and congruence effects of television-program-induced emotions. Findings on the direct effect suggest that television-program-induced emotional shocks have a significant effect on the arousal and valence of viewers' online WOM toward ads. We additionally find that a match between television-program-induced emotional shocks and the emotional content of ads leads to a more significant increase in the arousal and more favorable valence of online WOM responses to ads. We discuss the implications of our findings for advertisement design and media planning strategies. [ABSTRACT FROM AUTHOR]

In response to a recent trend in a TV viewing behavior, the current study examined the role of motives for social TV viewing in public and private communication platforms. Using an online survey, data were collected from college students in the U.S., who engaged in social TV viewing for March Madness, the NCAA men's basketball tournament. Primary findings indicate that the entertainment and communication motives for social TV viewing are stronger in the public platform than in private. Conversely, the social motive is slightly stronger in the private platform than in the public one. Further, in the public platform, the entertainment motive is found to be the strongest motive for social TV viewing; in the private platform, the communication motive is the strongest. Additionally, social presence has a mediation effect on social TV enjoyment. [ABSTRACT FROM AUTHOR]

To identify the involvement outcomes of viewers’ symbolic parasocial interactions with media characters and to measure the impact on series popularity, we capitalized on big data in the form of social TV viewers’ comments, sampled from nine Korean TV series with different popularity levels broadcast through the VIKI streaming website. We report evidence that viewers’ real-time comments express symbolic interactions that form the basis for parasocial relationships with media personae. Topic modelling of the narrative evidence provided by viewers’ comments uncovers the outcomes of viewers’ involvement with media characters. Finally, we regress parasocial relationships and the outcomes of their parasocial interactions on TV series popularity to reveal that the parasocial relationship with media persona is indeed relevant to series popularity. Among the outcomes of parasocial interactions, the cognitive, referential, and critical outcomes have a greater impact on series popularity than empathy, behaviour, and expression of emotion. These results would suggest that popularity is grounded in reflection and judgement, and on viewers’ connecting the viewing experience with personal experiences. In terms of methodological implications, our innovative methodology, based on viewers’ real-time commenting as they watch TV series, opens up new avenues for research into parasocial behaviour in online environments.

Social TV, a second screen activity comprising a community of users engaged in a primary screen activity, differs from watching TV alone (i.e., individual TV). A 2 (TV viewing condition: individual vs. social TV) ´ 2 (advertisement on the second screen: video vs. picture) factors between-subjects experiment design was conducted to investigate whether interactions occurring in the two TV viewing conditions affect advertising effectiveness. The results confirmed two-way interactions: (1) In the social TV viewing condition, video advertisements on the second screen led to better advertising effectiveness; (2) in the individual TV viewing condition, picture advertisements on the second screen led to better advertising effectiveness; and (3) gratifications from media use partially mediated viewing conditions and advertising effectiveness. [ABSTRACT FROM AUTHOR]

Copyright of Question (1669-6581) is the property of Universidad Nacional de La Plata and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)

Viewership of traditional television programming has been steadily declining, particularly among younger audiences, who have turned to smartphones, social media, streaming services, and YouTube to consume video. These audiences also frequently engage in second-screening practices, using another device to virtually connect with others regarding what they are watching. Most prior research has focused on the effects of second screening via social media with televised content. Through a survey of teens in the Middle East (N = 258) and young adults in the United States (N = 643), the current study found second screening frequently occurs with both traditional TV and streaming content. Framed by co-viewing theory, results show both practices positively correlate with a constructed second-screen social capital affinity (SSSCA) scale, mirroring co-viewing in person. Findings also indicate that second screening need not take place simultaneously with video viewing to gratify social needs. [ABSTRACT FROM AUTHOR]

Based on co-viewing and connected viewing literature (Pires & Roig, 2016), this article analyses connected co-viewing practices within and with the use of media platforms around a live television event, using the Eurovision Song Contest as a case study. This popular event has a long-running tradition which has fostered extensive use of different kinds of connected platforms, including an official app. Using a case study approach and focusing on the Spanish context, we have analysed connected co-viewing in three main platforms: Facebook (through unofficial groups), Twitter (through live conversation and hashtagging practices around the event) and by exploring the Eurovision official second screen app. The study indicates that: (1) co-viewing is mutually shaped by the affordances and interface features of the platforms, the viewers' practices and uses given to these platforms; (2) co-viewing can be expanded by platforms when designed for collective use; (3) user-generated content and data production are central elements to enhance co-viewing when using connected platforms; (4) platform affordances can create digital spaces, which might channel the way co-viewers perform and enjoy this activity. [ABSTRACT FROM AUTHOR]

Audiences' TV series entertainment experiences are increasingly shaped not only by the events on the 'first screen' but also by discussions on social media. While an extensive body of research has examined practices of 'second screening,' especially on Twitter, online discussions before and after the live broadcast and on other platforms have received less attention. On Reddit--one of the most important platforms for Social TV--discussions often take place in temporally structured threads that allow users to discuss an episode before (pre-premiere thread), during (live premiere thread), and after (post-premiere thread) it airs. In this project, we examine whether these spaces mainly indicate temporal preferences among users or are associated with different usage practices and motives. To do so, we conducted two case studies of the Reddit community r/gameofthrones: a survey about usage motives (n = 417) and an automated content analysis of approximately 1.2 million comments left on the episode discussion threads in which we examined thread use over time, interactions between users, and discussion content. The results revealed differing usage motives and practices for the three thread types, illustrating the distinct function that these communication spaces fulfil for users. [ABSTRACT FROM AUTHOR]

Copyright of Esferas is the property of Esferas and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This abstract may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full abstract. (Copyright applies to all Abstracts.)