Bartosz W. Wojdynski

Bartosz W. Wojdynski
University of Georgia | UGA · Grady College of Journalism and Mass Communication

Ph.D., Mass Communication, University of North Carolina at Chapel Hill
Director, Digital Media Attention and Cognition Lab

About

45
Publications
69,846
Reads
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1,415
Citations
Citations since 2016
33 Research Items
1405 Citations
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Introduction
Bartosz W. Wojdynski directs the Digital Media Attention and Cognition (DMAC) Lab at the Grady College of Journalism and Mass Communication at the University of Georgia. His research is at the intersection of digital media, psychology, and information science. Specifically, his work examines the role of design of digital information -- particularly news and advertising -- on attention and information processing.
Additional affiliations
August 2013 - present
University of Georgia
Position
  • Professor (Assistant)
August 2013 - January 2017
University of Georgia
Position
  • Professor (Assistant)
July 2011 - August 2013
Virginia Tech (Virginia Polytechnic Institute and State University)
Position
  • Professor (Assistant)

Publications

Publications (45)
Article
This experiment with a representative sample of US adults (N = 800) examines the effects of disclosure design characteristics in sponsored news on readers’ ability to recognize such content as paid advertising, and examines whether such recognition differently affects perceptions of legacy and digital-first publishers. Although fewer than 1 in 10 p...
Article
Covert advertisements, or those that utilize the guise and delivery mechanisms of familiar non-advertising formats, differ from other more direct forms of advertising in several ways that are important for understanding users’ psychological responses. Research across various covert advertising formats including various forms of sponsored editorial...
Article
Objective: Only one-third of adults 18-49 years old in the United States receive a recommended annual influenza vaccination. This study examined whether supplementing vaccine information statements (VIS) with an immersive virtual reality (VR), short video or electronic pamphlet story designed to convey the community immunity benefits of influenza...
Article
Full-text available
A growing body of research suggests that differences between smartphones and desktop computers influence information processing outcomes. A within-subjects ( N = 64) smartphone eye-tracking experiment replicates a 2018 desktop-based study of users’ visual attention to and engagement with social media news posts. The results show that users spend le...
Article
In a 3 (secondary task: none, related, unrelated) x 2 (ad-video congruence: high/low) between-subjects eye-tracking experiment, participants (N = 153) watched a 9-minute video documentary segment containing one mid-roll video ad while their visual attention to the screen was recorded. Participants in two-thirds of the conditions also read two onlin...
Article
Given the increasing number of personalized ads and the prevalence of media multitasking, understanding the impact of online privacy concern on ad outcomes is important. However, the interaction effects between media multitasking and ad personalization on ad evaluation remain unexplored, including whether multitasking might lower privacy concern (i...
Article
Full-text available
In response to calls for greater integration of research on the effects of visual images in the emotional and cognitive processing of health-related posts on Facebook, this study examined the questions of how gain-and-loss framed images, the valence of emoticon responses, and level of personal relevance of health topics contribute toward intentiona...
Article
This experimental study ( N = 77) examined the role of infographics in orienting viewer's attention in television news. The results of pupil dilation measurements using the eye-tracking method showed that when used in the over-the-shoulder format, visual representation of numerical data triggers an orienting response and directs the viewer's attent...
Article
This study examined the effects of directional cues in immersive journalism by conducting a randomized between-subjects three-condition lab experiment (N = 131) with community participants using three versions of an originally produced 360̊video news story. The study found that the presence of any directional cues in the news story significantly im...
Article
Full-text available
In an effort to improve transparency, Facebook changed its disclosures on in-feed native political advertisements in 2018 to include language that identifies who paid for the ad to appear. The present study (N = 120) utilized a between-participants eye-tracking experiment to assess the impact of three different disclosure conditions on Facebook use...
Article
Building on the persuasion knowledge model, this study examines how audience characteristics and native advertising recognition influence the covert persuasion process. Among a nationally representative sample of U.S. adults (N = 738), we examined digital news readers’ recognition of a sponsored news article as advertising. Although fewer than 1 in...
Article
Native advertising, like print advertorials before it, involves paid advertising content that is designed to look like, and published alongside, nonpaid editorial content. The growth of native advertising as a source of revenue for online publishers has raised ethical concerns about the blurring of lines between journalism and business and about co...
Article
Full-text available
In this study, we examined the effects of two different levels of personalization strategies (individual-level vs. group-level) on consumers’ visual and attitudinal responses to personalized advertising. We further investigated the moderating role of recipients’ narcissism in the effect of personalization. Results show that individuals higher in na...
Chapter
Full-text available
The competition for online news page views increasingly involves strategies designed to promote the “viral” nature of content, and to capitalize on the content's spread by ensuring that the content does not quickly lose timeliness or relevance. As a result of the pressure for these stories, news experiences which can be revisited by consumers are a...
Article
Full-text available
In recent years, online misinformation designed to resemble news by adopting news design conventions has proven to be a powerful vehicle for deception and persuasion. In a 2 (prior warning: present/absent) x 2 (article type: false/true) eye-tracking experiment, news consumers (N=49) viewed four science news articles from unfamiliar sources, then ra...
Article
The proliferation of covert online advertising formats such as advergames has raised concerns about consumers’ ability to recognize such content as advertising and about how recognition affects evaluative outcomes. The present research utilized an online experiment (N = 179) to examine differences between covertness of advertising format (advergame...
Article
Full-text available
The spread of branded entertainment video online relies on the consumer's referral decision, an initial decision to share the video. This study investigates how brand prominence and brand disclosure timing in a branded entertainment video interact with each other and affect viewers' persuasion knowledge, sharing intention, and visual attention. The...
Article
Facebook drives more traffic to news websites than any other site and is the most used social platform in the journalistic process, elevating the importance of what organizations post there. Central to consumer’s decision to engage is their assessment of credibility. This study examines how characteristics of Facebook posts promoting news trigger h...
Article
As advertisers continue to develop new formats of online content that blurs the line between advertising and news or entertainment, the need to understand how consumers process covert advertising grows. While regulators and industry practitioners agree that transparency is paramount to preventing consumer deception, there exists no established way...
Article
Full-text available
Social media platforms have become the primary conduits to news for many consumers, yet little is known about how the content in social media posts is viewed and evaluated by consumers or how it shapes their decisions about selecting and sharing this information. A within-subjects eye-tracking experiment (N = 60), was conducted to examine the influ...
Article
Past research has shown that consumers' ability to identify sponsored news articles as advertising is low. This study utilized two experiments to identify characteristics of native advertising disclosures that can lead to higher levels of recognition. An online experiment (N = 242) showed that higher levels of visual prominence in the form of size...
Article
Full-text available
Native advertising, defined as the practice by which a marketer borrows from the credibility of a content publisher by presenting paid content with a format and location that matches the publisher’s original content, has been the primary driving engine of the Internet marketing economy for several years. Spending on native advertising is projected...
Conference Paper
Full-text available
Note: A version of this article was published in Media Psychology in 2018 and is available here: https://www.researchgate.net/publication/320252132_Picture_This_The_Influence_of_Emotionally_Valenced_Images_On_Attention_Selection_and_Sharing_of_Social_Media_News Social media have been the primary conduit to news access for an increasing number of...
Article
Full-text available
Sponsored news is a form of native advertising that has engendered much hope as a solution for digital publishing revenue woes, but also much concern about whether the average consumer can discern its advertising nature. Recent U.S. federal guidelines and industry recommendations preach clear and conspicuous labeling of sponsored news articles, but...
Article
Full-text available
Although recent scholarship has shown that congruency between editorial content and display advertising on web pages can lead to favourable outcomes for the advertiser, it is unclear whether these gains for advertisers come at the expense of users’ ability to process the content. To examine whether contextual in-page advertising distracts users dur...
Article
Full-text available
Despite recent industry attention, questions remain about how native advertising is perceived and processed by consumers. Two experiments examined effects of language and positioning in native advertising disclosures on recognition of the content as advertising, effects of recognition on brand and publisher evaluations, and whether disclosure posit...
Article
Although the navigability of digital interfaces has been long discussed as a key determinant of media effects of web use, existing scholarship has not yielded a clear conceptual understanding of navigability, nor how to measure perceived navigability as an outcome. The present paper attempts to redress both and proposes that navigability be concept...
Article
Recent research has shown that exposure to entertainment media depicting moral beauty may not only influence viewers' affective responses, but also lead to altruistic behavior. Although the process has been tied to a set of feelings commonly referred to as elevation, the mechanisms by which the effects take place have not been examined. This experi...
Article
Full-text available
Indicators of collective user behavior and opinion are increasingly common features of online news stories and may include information about how the story made users feel. An experiment (N = 298) examined the effects of the presence and valence of a “mood meter” posted alongside an online human-interest story on memory for, attitude toward, emotion...
Conference Paper
Full-text available
Individuals scrolling through Facebook and Twitter feeds are exposed to a mix of posts by friends, posts by brands they have liked or followed, posts that are paid and some stories shared by friends. While news consumers are increasingly likely to list social media as source for news,, not much is known about how users assess the content of posts t...
Article
A survey of the most-trafficked U.S. news sites asked about the perceived usefulness of story platforms. All respondents use text stories daily, with 26 percent saying they publish video stories every day.
Chapter
Full-text available
In this chapter, the author attempts to make several contributions. First, while acknowledging the existing zeitgeist, he proposes the essential conceptual underpinnings of each of the three elements i.e. customization, interactivity, and navigability. In particular, the chapter recommends the consideration of those conceptualizations that can be a...
Article
Full-text available
Among the chief promises of interactivity in news content online are that it leads to improved engagement with and attitudes toward content, yet scholarship is mixed on how such effects should occur, and under what conditions they do so. This study sought to examine the processes and conditions for effects of interactivity on processing online heal...
Chapter
Full-text available
The competition for online news page views increasingly involves strategies designed to promote the "viral" nature of content, and to capitalize on the content's spread by ensuring that the content does not quickly lose timeliness or relevance. As a result of the pressure for these stories, news experiences which can be revisited by consumers are a...
Article
A survey of the most-trafficked U.S. news sites asked about the perceived usefulness of story platforms. All respondents use text stories daily, with 26 percent saying they publish video stories every day.
Article
Full-text available
The Web is becoming an increasingly ubiquitous medium in children's lives, and toy brands frequently use Web sites to promote their products to children. Research has shown that exposure to affluence and materialistic behavior on television over time is correlated with materialistic values in children, but little research has explored the amount an...
Article
Abstract Issue-related attitudes appear to drive individuals' selective Website browsing behavior, as a match between issue-related attitudes and Website content results in a greater number of page views. However, this relationship between content domain involvement and selective exposure is more complex than current theories hold, as the relations...
Article
Respondents in a southern state telephone survey agreed that media coverage of public leaders' private lives is an important news media responsibility, with agreement greater for legacy media than for online media, and differing depending on hypothetical scenario. The data also suggest increasing tolerance for such coverage and growing belief in re...

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