Applying news values theory to liking, commenting and sharing mainstream news articles on Facebook

Drawing upon the newsworthiness model that posits that media outlets rely on criteria (news values) to determine which stories are newsworthy and deserve prominence and the media coverage predicts audience attention to the event, this study examines the news values that lead social media users to like, comment on, and share mainstream news stories on Facebook. A content analysis of 2480 articles from three major news newspapers in South Korea (Chosun, Hankook and Hankyoreh) found that news stories of higher social significance are more common than news stories of higher deviance on the Facebook pages of the three news outlets. Although audiences comment on news stories of higher social significance more frequently than stories of higher deviance, they hit more 'likes' on news stories of higher deviance. The results are mixed for sharing - for the conservative Chosun's Facebook page, stories of higher deviance were more often shared than stories of higher social significance, while the opposite pattern occurred with the moderate Hankook and liberal Hankyoreh.