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1.
This exploratory study addresses the ability of values advocacy messages to influence target publics’ behavior beyond consumer purchase decisions. In doing so, it fills a gap in the research by extending our understanding of the persuasive premises of values advocacy messages beyond rhetorical (de)construction; consumer behavior; and the establishment of typologies, definitions, and methods of inquiry. Using focus group methodology, target audience members (n=37) of a contemporary values advocacy campaign reflect upon the messages presented in the context of jury deliberations. The findings show that focus group participants would likely reduce punitive damage judgments if exposed to values advocacy messages. The social and cultural implications exposed by participants’ comments reflect ongoing concern among critical scholars about the ability of corporations to manipulate public behavior and indicate the ethical conundrum between corporate and community speech.  相似文献   

2.
Marketplace advocacy campaigns often arise in response to burgeoning societal concerns, especially those faced by energy industries. These campaigns may be launched by a single sponsor or by an industry trade group representing the collective interests of the industry sector. Using focus groups, this research explored how lay audiences with little knowledge of the topic being advocated responded to similar energy-focused marketplace advocacy messages when presented by a corporation versus an industry trade group, research which has potentially significant implications for how corporations allocate communication resources as well as for environmental groups attempting to combat certain industry initiatives. Specifically, this study explored audience response to marketplace advocacy messages when communicated via a corporation versus an industry trade group in two common contexts: (1) ads designed to build support for an industry category and (2) ads designed to build support for a specific, controversial industry initiative. Findings were analyzed through theoretical frameworks in persuasion knowledge and attribution theory. A model is introduced that integrates these perceptions and highlights the study's key findings.  相似文献   

3.
Nostalgic Emotional Appeals for Smoking Prevention   总被引：1，自引：1，他引：0  
Nostalgia-evoking messages are used to promote consumer products, but their use for encouraging healthy behaviors is not well understood. This study examines the use of nostalgia as an emotional appeal to influence attitudes and reduce smoking behavior. The study hypothesized that exposure to a nostalgic public service announcement (PSA) will result in (a) more negative attitude toward smoking; and (b) increased intention to limit smoking, relative to a control. Participants exposed to the nostalgia-evoking PSA expressed more negative attitudes toward smoking and stronger intentions to limit smoking than did participants exposed to nonnostalgic messages. The findings suggest nostalgic appeals as a promising strategy for smoking prevention messages.  相似文献   

4.
在当今消费社会中,消费已超越了基本生理需要,更主要是为了满足那些不断被刺激出来的精神欲望.人们追求和崇尚高度的物质占有或将消费作为美好生活和人生目的,消费至上的价值观念和生活方式逐渐成为主流消费意识形态.而广告意识形态就是消费意识形态的一种具体表现,同时反过来还充当消费意识形态的培育者.但是广告意识形态与新闻意识形态、政治意识形态又有着明显的区别,广告意识形态更为软性、隐蔽,它主要是对消费者形成潜移默化的影响.广告意识形态主要有三个方面的功能:引导和更新消费观念、塑造和培育价值取向以及反映和构建消费关系.  相似文献   

5.
Encompassing both the controlled messages of values advocacy and less explicit rhetorical actions such as philanthropy, community programs, and volunteerism, organizational epideictic affirms common values. This essay argues that such common values are problematized by the presence of paradox even in seemingly innocuous epideictic subjects. Through a case study of the National Collegiate Athletic Association's “Stay in Bounds” program teaching children to be good sports both on and off the field, the essay demonstrates the challenges of organizational epideictic through the paradox of excellence. It also provides suggestions for the management—but not elimination—of paradox in organizational epideictic, particularly directed at external publics.  相似文献   

6.
This investigation examined whether persuasive organ donation messages that target individuals’ identification with a salient social group will be more effective in encouraging these individuals to become organ donors than will information-only persuasive messages. Participants were randomly assigned to view one of two pro-organ donation messages, both of which included basic information about organ donation (need, number of registered donors, etc.) while one also targeted social identity. Findings indicate that individuals exposed to a social identification message were more likely to click a link that allowed them to officially register as organ donors. These results offer support for the utility of social identification as a health communication campaign strategy for increasing organ donation.  相似文献   

7.
Encompassing both the controlled messages of values advocacy and less explicit rhetorical actions such as philanthropy, community programs, and volunteerism, organizational epideictic affirms common values. This essay argues that such common values are problematized by the presence of paradox even in seemingly innocuous epideictic subjects. Through a case study of the National Collegiate Athletic Association's “Stay in Bounds” program teaching children to be good sports both on and off the field, the essay demonstrates the challenges of organizational epideictic through the paradox of excellence. It also provides suggestions for the management—but not elimination—of paradox in organizational epideictic, particularly directed at external publics.  相似文献   

8.
A key premise of open government data (OGD) policies is enhanced engagement between government and the public. However, it is not well understood who the users of OGD are, how to tailor OGD content, and which communities to target for outreach. We examined users' engagement with Health Data NY, New York's health oriented OGD portal, to understand user characteristics associated with increased site engagement. We used Google Analytics data to classify four site engagement metrics into high versus low engagement and used logistic regression to test associations between higher site engagement and gender, age group, device type, and consumer interest. We found that being in a younger age bracket, male, a desktop user, and a Technophile are associated with higher engagement. The findings contribute to further understanding OGD initiatives and consumer health information behavior. More broadly, we demonstrate how OGD managers can leverage their web analytics data to understand which users are most engaged, thereby enabling them to better target their content.  相似文献   

9.
《Communication monographs》2012,79(3):213-215

This study tested two hypotheses growing out of the aversive consequences interpretation of counterattitudinal advocacy effects: first, that persons encoding counterattitudinal messages for a known audience will report greater attitude change toward the position advocated than persons encoding counterattitudinal messages for an unknown audience; and, second, that persons encoding counterattitudinal messages for an uncommitted audience will demonstrate greater attitude change toward the position advocated than persons encoding counterattitudinal messages for a committed audience. After completing an attitude pretest, subjects encoded counterattitudinal essays favoring two years of mandatory military service for all male high school graduates. Analyses of the attitude change scores produced confirmation of both hypotheses.  相似文献   

10.
Using a mixed methods research approach this study explores faculty perceptions of LORLS at DBS. Data generated by the study will inform advocacy, marketing and training initiatives to promote the platform. The study concludes with a number of deductive and inductive findings. The first is that although DBS faculty are highly predisposed to using LORLS, there are a number of variables that impact its use that must be considered in the context of advocacy, marketing and training activities. Grounded theory analysis of the focus group data also revealed that faculty would like LORLS to have greater interoperability with the virtual learning environment (VLE) Moodle. A key output of the study is a LORLS Process Implementation Chart for proposed inclusion on the LORLS developers' implementation blog to assist other organizations with LORLS adoption. The chart synthesizes the key findings of the literature review and of the data generated in this study.  相似文献   

11.
Narratives have the ability to highlight climate change information in a relatable and engaging format. The purpose of the present investigation was to test the effects of five story structure types containing climate change information on perceived message effectiveness. Furthermore, we measured whether political affiliation moderated persuasive effectiveness of climate change messages among U.S. eligible voting adults (N = 594) who identified as Republican, Democrat, and Independent. The highest rated story overall was situated in the past, was realistic, and had clear moral values, indicating that certain appealing stories can serve as effective conduits for persuasive messages across the political spectrum. There were few differences between political affiliations, namely, that Democrats and Republicans rated messages differently on effectiveness when they differed on moral themes.  相似文献   

12.
Courses: Communication Activism; Public Advocacy; Social Movements; Public Speaking; Persuasion; Argumentation; Public Sphere.

Objectives: This semester-long activity helps students implement a solutions–strategies–tactics framework into their advocacy work. More specifically, students learn to (1) designate, research, and assess the causes of significant social/political problems; (2) design long-term strategies and chronologically arrange step-by-step tactics to address those problems; (3) devise different kinds of messages for purposes of influencing public opinion/behavior, mobilizing collective action, organizing communities into political constituencies, and swaying decision makers; and (4) develop skills and competencies for becoming agents—rather than observers—of social change.  相似文献   


13.
The article investigates the character of the Internet newsgroups as fora of information seeking, and reviews the potentials of “weak and strong ties” proposed by Granovetter and the prospects of newsgroups as a “living encyclopedia” suggested by Rheingold. An empirical study in the field of consumer issues was conducted by focusing on a Finnish newsgroup sfnet.kuluttajat. The research questions deal with the nature of information needs and the ways in which the participants provided help regarding requests addressed to the group. About 9% of the 894 messages contained questions indicating explicit information needs. Attention was also paid to the sources and channels used by participants providing help to information seekers. About 24% of messages contained answers to questions. Help providers preferred their own experience as an information source. Both successful and unsuccessful attempts at information seeking were explored. Surprisingly, there was practically no dialogue between information seekers and providers, even though newsgroups provide opportunities for interaction.  相似文献   

14.
The creative character of human message behavior is at once ubiquitous and elusive. Our talk is routinely novel, and yet our understanding of the processes that give rise to such creativity is in its infancy. Moreover, everyday experience suggests that some people are simply better at “thinking on their feet” than are others. The current studies sought to ascertain whether people do, indeed, differ in their ability to produce novel messages or whether our impression of individual differences is more perceived than actual. Two studies involving examination of simple SITUATION-ACTION-BECAUSE narratives are reported. The results of Study 1 suggest that people do differ in their message-production abilities. Additional analyses suggest that this individual difference in message-production ability is distinct from extraversion, neuroticism, and psychoticism as assessed by the Eysenck Personality Questionnaire. EPQ lie-scale scores were, however, related to narrative-production performance, and this may reflect differences in social knowledge and skill. Study 2 replicated the finding of an individual difference in narrative-production ability and again indicated that performance in the experimental paradigm is related to lie-scale scores, but not extraversion or neuroticism (as those dimensions are assessed by the EPI). Additional findings in both studies relate message fluency to the cognitive demands of narrative production. Implications and suggestions for future research are discussed.  相似文献   

15.
Within both academic and policy discourses, the concept of media literacy is being extended from its traditional focus on print and audiovisual media to encompass the internet and other new media. The present article addresses three central questions currently facing the public, policy-makers and academy: What is media literacy? How is it changing? And what are the uses of literacy? The article begins with a definition: media literacy is the ability to access, analyse, evaluate and create messages across a variety of contexts. This four-component model is then examined for its applicability to the internet. Having advocated this skills-based approach to media literacy in relation to the internet, the article identifies some outstanding issues for new media literacy crucial to any policy of promoting media literacy among the population. The outcome is to extend our understanding of media literacy so as to encompass the historically and culturally conditioned relationship among three processes: (i) the symbolic and material representation of knowledge, culture and values; (ii) the diffusion of interpretative skills and abilities across a (stratified) population; and (iii) the institutional, especially, the state management of the power that access to and skilled use of knowledge brings to those who are ‘literate’.  相似文献   

16.
It is commonly recognized that messages are simultaneously patterned and creative, but studies of message production have tended to focus on repetitive features of messages, to the relative exclusion of examination of their novel characteristics. This study is concerned with creative facility—the ability readily to construct novel, appropriate messages. In order to investigate this phenomenon, subjects produced a series of simple SITUATION-ACTION-BECAUSE narratives and also completed measures of speed of information processing (Digit-Symbol Substitution Test, DSST), cognitive tempo (Matching Familiar Figures Test, MFFT), and need for cognitive structure (Personal Need for Structure scale, PNS). Results indicate each of these measures was related to the speed with which participants were able to formulate their narratives. Moreover, the impact of both cognitive tempo, assessed as number of errors on the MFFT, and need for cognitive structure was heightened under more cognitively demanding message-production conditions. Implications of these results and suggestions for future research are discussed.  相似文献   

17.
Discussions about relationship issues are rarely easy, and as in any important conversation, the actions of a relational partner may encourage one to change initial message intentions and behaviors during the course of an interaction. The interrelationship of communication goals and message content was examined through a sequential analysis of 10-minute conversations between 100 dating partners about a relationship problem. After completing survey measures, respondents engaged in a discussion about one partner's problematic behavior. Respondents then reviewed discussions to rate the importance of their communication goals (self-oriented, other-oriented, relational, or task) at 1-minute intervals. Objective coders assessed the grammatical focus of respondents' messages (self, relationship, partner, or task) at the same or adjoining interval. Lag sequential analyses indicated that goal importance defined self-interested or more prorelational content, providing evidence that goals are fluid and communicative behavior is influenced by dyadic interaction.  相似文献   

18.
There is a dearth of information behavior research employing a community-engaged approach. This research takes the concept of community engagement as its central focus, reviewing its proximal use in information behavior research and arguing its potential as an integrative process that can restore and reposition the community-researcher relationship in the information behavior field. The “why – what – how” of undertaking community-engaged information behavior (CEIB) research were elaborated and a methodological framework was developed based on these discussions. The CEIB methodology introduced advances a new approach to study human-information interactions, consisting of principles and core components and characteristics of CEIB research that moves beyond the one-sided, researcher-led information behavior study.  相似文献   

19.
This study advances the concept of consumer nationalism in the international marketplace. It examines the complex role of the media in its formation and expressive practices through a case study of an incident involving Toshiba Corporation in China. The concept rests upon three key arguments of self-definition through consumption, globalization, and symbolic national unification. In their encounter with the global brand Toshiba, the Chinese media and consumers re-discovered and evoked a strong nationalistic sentiment underlined by Japan's past aggression and atrocities in China. The media discourse of national pride and dignity in the case study represents the complex confluence of China's continuing ambivalence towards Japan, sponsor activities by key advocacy groups, and the changing Chinese media practices. Further research is called for to consider the concept of consumer nationalism, its processes, participants, and consequences.  相似文献   

20.
By high school, many students have dropped out of the pipeline that will lead to science, technology, engineering, and math (STEM) occupations. We examine the role of vocational anticipatory socialization (VAS)—the types of messages adolescents receive, message sources, and adolescents' frameworks—on youth's educational and vocational interests. Adolescents (37 focus groups, N = 229) reported that they received two types of VAS messages: personal fulfillment (advising students to prioritize their well-being) and career detail (advising students about specific aspects of an occupation). Adolescents used three career frameworks (enjoyment, ability, and goal) that filtered and often magnified VAS messages and experiences. We extend VAS research by identifying two primary purposes of the career advice embedded in VAS messages and three career frameworks. Practical implication are that parents can affect adolescents' beliefs about their abilities and potential enjoyment of STEM careers by supplementing personal fulfillment messages with career detail messages. Individuals in STEM occupations are in the best position to encourage adolescents by offering career detail, discussing how their career can be rewarding and how math and science classes can influence their career attainment.  相似文献   

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