Context and Identification in Persuasive Mass Communication
Context and Identification in Persuasive Mass Communication
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DOI：
10.1027/1864-1105/a000110
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发表时间：
2014-01-01
影响因子：
1.7
通讯作者：
Harwood, Jake
中科院分区：
文献类型：
--
作者：
Joyce, Nick;Harwood, Jake
在这项实验中，参与者被展示了一条模仿现代公共卫生运动的亲社会信息。尽管消息保持一致，但消息的上下文被实验性地操纵，以代表病毒式用户生成的视频或政府赞助的公共服务公告。这些数据提供了媒体语境与说服效果之间间接关系的证据，这些关系通过对信息的主观评价和对信息生产者的社会认同来中介。研究结果从社会认同理论和娱乐加工模型两个方面进行了讨论。
In this experiment, participants were presented with a prosocial message modeled from modem public health campaigns. Although the message was kept identical, the context of the message was experimentally manipulated to represent either a viral user-generated video or a government-sponsored public service announcement. The data provided evidence of an indirect relationship between media context and persuasive efficacy mediated through subjective evaluations of the message and social identification with the message producers. Results are discussed in terms of social identity theory and entertainment processing models.