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Political Discussion Efficacy -1 -
Abstract
The effect of online deliberation on political discussion efficacy:
A field experiment on the internet discussion groups
In an attempt to explore empirical conditions under which on-line deliberation produces ideal
outcomes for democracy, this study focused on the efficacy of discussion as an outcome of on-
line discussion. ‘Display of social identity cues,’ ‘intervention of moderators in discussion’ and
‘reinforcement of discussion efficacy’ were assumed to function as structural and regulative
conditions for producing subsequent outcomes. We argue that these conditions will affect
communicator’s efficacy of deliberation as well as the quantity and quality of deliberation. A
field experiment was conducted to test of the impacts of the structural and regulative conditions
upon political discussion efficacy. We found that the efficacy increased under the conditions of
‘display of social identity cues’ and ‘reinforcement of discussion efficacy.’ The quantity and
quality of deliberation also had independent effects on the efficacy. The implications of the
findings were discussed in terms of possible contributions of heightened political discussion
efficacy for democracy.
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