Date of Award

5-12-2025

Document Type

Thesis

Degree Name

Master of Science (MS)

Department

Information Science

First Advisor

Nitin Agarwal

Abstract

This study examined how symbolic images in YouTube videos influences viewers’ emotions, trust, and engagement with political content online. Approximately 2,000 videos were collected and analyzed, with a focus on both thumbnails and standout frames. The findings revealed that cultural symbols were particularly effective at capturing attention and evoking strong emotional reactions—especially anger and disgust. Notably, these same symbols also enhanced viewer trust, making audiences less susceptible to misinformation. Statistical tests confirmed that these effects were consistent and significant. To ensure the validity of these results, additional analyses were conducted to assess potential biases in YouTube’s recommendation algorithm, as well as the influence of channel subscriber count and posting frequency. These checks found little evidence of systematic favoritism toward any specific symbol type. Overall, the research underscores the critical role of symbolic content in shaping political discourse online and offers valuable guidance on how visual symbols can be strategically used to enhance digital political communication and counter misinformation.

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