Does micro-blogging make us “shallow”? Sharing information online interferes with information comprehension

Micro-blogging sites such as Twitter and its Chinese equivalent Weibo are characterized by fragmentation in information communication (FIC). Yet little is known about information comprehension in the micro-blogging context and the mechanism underlying any possible influence. Using E-Prime® to simulate information communication at Weibo, we conducted two experiments to investigate the effect of Weibo's structural features, namely, irrelevant information interference and feedback, on information comprehension. We found that participants' online information comprehension was negatively affected after browsing (reposting and passing) Weibo messages through the feedback function, and that this negative effect further extended to an offline reading task. Furthermore, meditation analysis showed that cognitive overload mediated the negative effect of reposting on information comprehension. The findings provide important insights into the influence of Internet technology on reading and learning.