Vivid and Engaging: Effects of Interactive Data Visualization on Perceptions and Attitudes about Social Issues

With the rising availability and volume of data, journalists are finding ways to integrate data-rich information into news content and make them accessible to everyday news readers by accompanying them with exemplifying cases. However, these exemplars do not always fully capture the complexity of the data patterns, leading to significant biases in readers’ issue perceptions. Drawing on the theoretical frameworks of exemplification theory and interactivity, this study examines the effectiveness of interactivity in counteracting the exemplification effect through perceived vividness of and user engagement with data-rich information. A mixed-design experiment revealed that, compared to textual description and static visualization, interactive data visualization is effective in motivating systematic processing of baserate information, which positively influences accuracy of issue perception as well as personal attitudes toward two controversial issues—climate change and same-sex marriage legalization. These findings have theoretical and practical implications for journalistic practice and interface design for communicating data information.