DDRIG in DRMS: Communicating risks in a sensational media environment-Using short video multimodal features to attract attention and reduce psychological reactance for persuasion

在当今以短视频为主的社交媒体格局中，对公众注意力的争夺影响了科学传播中的信息完整性。组织和个人使用各种多模态功能，如图像，背景音乐和视觉效果，以最大限度地提高信息浏览，希望将公众舆论转向重要问题。信息感知价值（Message Sensation Value，MSV）是指信息的内容和格式特征如何影响受众参与度，直接或间接地改变公众对问题的看法。以往的研究提出了相互矛盾的观点MSV的说服的影响。这项研究使用一个新的短视频数据集来捕捉和测试MSV的影响，旨在使科学和健康传播者、政策制定者和技术平台能够更好地理解和解决耸人听闻的社交媒体功能在影响人们消费和受这些信息影响方面的影响。这项研究采用了大规模的计算视频分析和在线实验相结合。首先，该项目使用计算技术系统地识别10，000个不同消息内容质量的视频中的多模态特征，并检查18个多模态特征与视频参与度指标的关联。这项研究提供了证据的多模态功能在信息传播中发挥的作用。其次，本研究进行了一个在线实验（N = 1，500），采用2（MSV：高，低）乘2（信念一致性：赞成态度，反对态度）乘2（问题）的被试间设计，加上控制条件。实验测试竞争的理论机制MSV的说服力的影响，注意力，信誉判断，心理反应，和风险认知的个人与不同的预先存在的态度上的两个关键问题。本研究提供了一个理论知情调查的耸人听闻的媒体功能，用于科学和风险传播。该奖项反映了NSF的法定使命，并通过使用基金会的知识价值和更广泛的影响审查标准进行评估，被认为值得支持。

In today’s social media landscape, dominated by short videos, competition for public attention affects information integrity in science communication. Organizations and individuals use various multimodal features such as images, background music, and visual effects to maximize message viewing in hopes of shifting public opinion toward important issues. Message sensation value (MSV) captures how content and format features of messages can influence audience engagement, directly or indirectly changing public opinion towards the issues. Previous studies present conflicting views on MSV’s impacts on persuasion. This research captures and tests MSV’s impacts using a novel short video dataset, aiming to enable science and health communicators, policymakers, and technological platforms to better understand and address the effects of sensational social media features in influencing how people consume and are influenced by these messages. This research employs a combination of large-scale computational video analysis and an online experiment. First, the project uses computational techniques to systematically identify multi-modal features in 10,000 videos of varying message content quality and examines the associations of 18 multi-modal features to video engagement metrics. This research provides evidence on the role played by multi-modal features in the propagation of messages. Second, this research conducts an online experiment (N = 1,500) with a 2 (MSV: high, low) by 2 (belief congruence: pro-attitudinal, counter-attitudinal) by 2 (issues) between-subject design, plus a control condition. The experiment tests competing theoretical mechanisms of MSV’s persuasive effects on attention, credibility judgment, psychological reactance, and risk perceptions for individuals with varying pre-existing attitudes on the two critical issues. This research provides a theory-informed investigation of sensational media features used in science and risk communication. The findings shed light on effective strategies for communicating health and climate risks and scientific information and maintaining information integrity.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.