The Dynamic Interplay of Hope vs Fear Appeals in a Referendum Context
The Dynamic Interplay of Hope vs Fear Appeals in a Referendum Context
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DOI：
10.1080/15377857.2021.1892900
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发表时间：
2023-04-03
影响因子：
1.2
通讯作者：
Mortimore, Roger
中科院分区：
文献类型：
--
作者：
Black, Iain;Baines, Paul;Mortimore, Roger
本研究阐明了希望和恐惧的媒体诉求是如何构建的，并在公民投票的背景下相互抵消。恐惧和希望可以通过三种主要机制引起：1)发展被认为是相关的、重要的和预期发生的威胁（恐惧），2)通过为目标受众创造可选择的、积极的愿景来实现对抗恐惧的希望，3)通过减少对创造恐惧或希望所需维度的感知来创造减少恐惧或希望感觉的信息。将这些发现结合在一起，研究人员可以为如何在目标受众中引起特定的希望/恐惧效应提供一个处方。这篇文章的贡献在于，它首次阐明了希望和恐惧诉求是如何在政治广告活动的背景下，尤其是2014年苏格兰独立公投中，作为一种修辞媒体手段被构建起来的。在对双方竞选材料进行定性内容分析的基础上，概述了对这些情感诉求的流动、反应和共生性质的理解，以及如何利用它们来对付对方。研究揭示了构建有说服力的媒体诉求的核心维度。然而，恐惧呼吁应该努力创造一种被认为是相关的、重要的威胁，而部署的希望呼吁应该专注于产生另一种积极的愿景，并与目标一致。通过理解有争议的（政治）运动，出现了新型的希望和恐惧混合呼吁（即减少希望和恐惧的呼吁）。将这些发现结合在一起，可以让作者提供处方，说明如何使用特定的信息吸引力类型来诱导受众产生特定的情感效果。
The summary statement of contribution This study articulates how hope and fear media appeals were constructed, and used to counteract each other, in a referendum context. Fear and hope can be elicited via three principal mechanisms: 1) Developing threats (fear) perceived as relevant, significant and expected to occur), 2) Deploying hope against fear by creating alternative, positive visions for target audiences 3) Creating messages that reduce feelings of fear or hope by reducing perceptions of the dimensions required to create them. Bringing these findings together allows the researchers to provide a prescription for how to induce particular hope/fear effects in the target audience.This article makes a contribution by articulating, for the first time, how hope and fear appeals were constructed as a rhetorical media device in a political advertising campaign context, specifically the 2014 Scottish independence referendum. Based on a qualitative content analysis of both sides' campaigning materials, an understanding of the fluid, responsive and symbiotic nature of these emotional appeals and how they are utilized against the other is outlined. The research reveals core dimensions for constructing persuasive media appeals. While, fear appeals should strive to create a threat perceived to be relevant, and significant, the deployed hope appeals should focus on generating alternative positive visions and be goal congruent. By understanding contested (political) campaigns, new types of hybrid hope and fears appeal emerge (i.e. hope and fear reduction appeals). Taking these findings together, allows the authors to provide prescriptions on how certain message appeal types might be used to induce particular emotional effects in the audience.