This article explores how mainstream media impacts social media platforms' activity, specifically focusing on Reddit. Research indicates that coverage of political or social issues in mass media correlates with heightened user engagement on social platforms, as seen during the H1N1 and COVID-19 pandemics. Notably, this media attention often catalyzes increases in moderation activities due to rising toxicity and community violations. The unique focus of this study is the r/antiwork subreddit, highlighting the dual effects of media coverage on subscriber growth and user activism, revealing complex dynamics between media influence and social discourse.
Mainstream media significantly influences social media activity, with heightened coverage of topics leading to increased discussions and user engagement on platforms like Reddit.
Research shows that peaks in social media interaction often align with mainstream media coverage, exemplified during events like the H1N1 pandemic and COVID-19.
Media attention not only boosts subscriber numbers on subreddits but can also escalate moderation demands due to heightened community engagement and violations of content policies.
Our study of r/antiwork illustrates how contemporaneous mainstream media coverage led to notable increases in subreddit subscriptions and user activism.
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