Are you Scared Yet?: Evaluating Fear Appeal Messages in Tweets about the Tips Campaign.
Are you Scared Yet?: Evaluating Fear Appeal Messages in Tweets about the Tips Campaign.
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DOI：
10.1111/jcom.12083
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发表时间：
2014-04
期刊：
影响因子：
--
通讯作者：
Vera L
中科院分区：
文献类型：
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作者：
Emery SL;Szczypka G;Abril EP;Kim Y;Vera L
2012年3月，疾病预防控制中心发起了一项耗资5400万美元的全国性运动，名为“前吸烟者的提示”，该运动的特点是吸烟对个人健康造成长期影响。该运动的方法是基于强有力的证据表明，反烟草广告描绘的恐惧，图形图像和个人的证词与态度和行为的变化。然而，这也是有争议的;批评人士指出，观众可能会拒绝这种强烈的图形信息的危险。任务与通知这场辩论，我们的研究分析了语料库的提示恶意相关的推文通过Twitter的消防水管。我们提供了一个新的和严格的方法，媒体活动的评估扩展并行过程模型的框架内。在相关推文中，87%显示消息接受的证据，而7%显示消息拒绝。
In March 2012, the CDC launched “Tips from Former Smokers,” a $54 million national campaign featuring individuals experiencing long-term health consequences of smoking. The campaign approach was based on strong evidence that anti-tobacco ads portraying fear, graphic images, and personal testimonials are associated with attitudinal and behavior change. Yet it was also controversial; critics cited the danger that viewers might reject such intensely graphic messages. Tasked with informing this debate, our study analyzes the corpus of Tips campaign-related tweets obtained via the Twitter Firehose. We provide a novel and rigorous method for media campaign evaluation within the framework of the Extended Parallel Process Model. Among the relevant Tweets, 87% showed evidence of message acceptance, while 7% exhibited message rejection.