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1.
A radio public service announcement (PSA) focusing on the danger to children from an unlocked and loaded gun was designed and aired 340 times on three radio stations in one Michigan county. At the end of the message, individuals were given a toll-free number to call to receive a free gun trigger-lock. Three surveys were used to assess the effectiveness of this intervention: a general population telephone survey, an automated telephone survey, and a follow-up mail survey. Approximately 20 percent of individuals in the general population heard the PSA. There was a significant increase in uncued knowledge of the locking-related gun-safety practices in the treatment county between time one and time two. Further, individuals in both counties had very high levels of self-efficacy and response efficacy, moderate levels of perceived severity, and very low levels of perceived susceptibility at both points in time. Seven-hundred and ninety-nine individuals called the toll-free number to receive a free gun trigger-lock; or approximately 17 percent of gun-owning households exposed to the message. The majority of callers were males who owned guns primarily for hunting purposes and who planned to use the lock themselves. Follow-up survey results indicated that individuals were using the gun trigger-locks, and that they believed using gun trigger-locks was an easy and effective way to prevent gun injuries. Insights and practical implications of these findings are discussed.  相似文献   

2.
《Communication monographs》2012,79(3):324-344
Fast-paced and arousing anti-drug ads, considered to have high perceived message sensation value (PMSV), enhance message processing and reduce drug use among young adults. Studies have yet to explore the relationship between specific, PMSV-enhancing message features and outcomes related to persuasion. Messaris’ (1997) concept of syntactic indeterminacy provides one plausible explanation for why message features contained in high PMSV ads might enhance message processing and subsequent changes in attitudes and behavior. The study explored this explanation by coding specific anti-tobacco ads for PMSV-enhancing features, merging these codes to a telephone survey among teens, and testing the relationship between message features and processing. The number of unrelated cuts and the use of suspenseful features (intense imagery and a second-half punch) increased message processing among older teens. An additive index comprised of these features was associated with message processing among both younger and older teens. Theoretical and practical implications are discussed.  相似文献   

3.
This study focused on call-in talk radio because it provides a unique opportunity to test competing hypotheses drawn from two different perspectives about the appeal of media programming. A good deal of research on call-in talk radio grows from a deficiency perspective, which holds that people seek out media content to fill gaps in their lives. More recent research, however, suggests that, like the selection of other media content, the appeal of talk radio lies in enrichment, or its ability to provide content for specialized interests. A random telephone survey tested competing hypotheses that compared listeners to call-in talk radio with nonlisteners. For the most part, the results supported an enrichment explanation. Compared to nonlisteners, listeners to call-in talk radio listened to the programs for information, perceived themselves as more mobile, and valued arguments. Compared to nonlisteners, callers to the programs were also more civically engaged. Moreover, listening to various subformats of talk radio programs was also likely to signal enrichment.  相似文献   

4.
The current study tested the degree to which the sample size heuristic (Baesler & Bur goon, 1994), perceived verifiability of evidence (Ah Yun & Massi, 2000), and perceived message credibility (Kopfman, Smith, Ah Yun, & Hodges, 1998) mediate the relationship between the use of statistical evidence in a persuasive appeal and a person's attitude toward a given topic. Four hundred eighty‐six participants were exposed to one of three messages (statistical, narrative, or no‐evidence control) or a no‐message control condition and completed either a 12‐ (control) or 33‐item (experimental) survey that was designed to measure respondents’ perceptions of the sample size heuristic, verifiability of evidence, message credibility, and attitude toward a year‐round academic schedule. Path analysis and hierarchical regression modeling were employed to test the proposed model. Results revealed that the perceived sample size heuristic, verifiability of evidence, and message credibility mediate the relationship between statistical evidence and individuals’ attitudes. Additionally, the perceived sample size heuristic was found to be the strongest unique predictor of attitudes and confirmatory factory analysis results indicated that perceived verifiability and message credibility may be two indicators of a higher‐order factor. These findings and their implications for future research are discussed.  相似文献   

5.
The Community Access Library Line of Los Angeles County Public Library has provided multilingual information and referral to Southern California since 1979 through a toll-free 800 telephone service. Designed to overcome barriers of language, social services complexity and Los Angeles County's large size for ethnic communities, the toll-free number has provided extended benefits to the public and the library community, making CALL a central contact for the County Library and the designated referral source for literacy programs in Southern California. These benefits include convenience for the public, ease of publicity, effective distribution of library resources and staff skills, and good management information, suggesting that toll-free services have a useful place in library services.  相似文献   

6.
This study examines how people perceive the influence of political talk radio in Hong Kong. Theoretically, the study focuses on the influence of message-attitude congruence, that is, the situation in which a person's opinions or attitudes are consistent with the viewpoints promulgated by media messages, on the third-person perception. It is argued that message-attitude congruence provides a situation in which people may attribute their attitudes partly to media influence. Hence message-attitude congruence is expected to relate to increased levels of perceived media influence on self, and thereby weaken the size of the third-person differential. Moreover, it is hypothesized that attribution of media influence should be more likely when people perceive the media influence as desirable and when there is the absence of alternative sources of influence. These arguments were tested with a telephone survey (N = 800) in Hong Kong, where political talk radio has been a prominent medium in the past decade. The results support the theoretical arguments and contribute to our understanding of the significance of the medium in the city. The broader theoretical implications of the findings are also discussed.  相似文献   

7.
The present study expands on prior work on the use of narratives in persuasive communication by examining students’ (N = 201) reactions to six organ donation public service announcements (PSAs). Reactions to the type of appeal, donor-focused or recipient-focused, were also explored. Results indicated that being immersed in the PSA was positively associated with message reactions and negatively associated with threats to overall freedom of choice when deciding whether or not to become an organ donor. Those perceived threats partially mediated the relationship between immersion into the story of the PSA and message reactions, such that increased threats were associated with reduced message reactions. Individuals exposed to the recipient-focused appeals were more interested in the narrative of the PSAs than those exposed to donor-focused appeals. Results are discussed in the context of future message and campaign development.  相似文献   

8.
This study measured the attitudes of public radio listener‐contributors regarding listener‐focused marketing strategies used by public radio stations. Four hundred forty‐two questionnaires from Northern Colorado and Central Michigan were returned. Overall, respondents expressed a positive attitude toward on‐air fund‐raising. Although they held a slightly negative opinion of on‐air pledge appeals, these negative responses were offset by positive responses about the perceived need for such fund‐raising. Respondents appreciated receiving direct mail from their radio station, but were strongly opposed to telephone contacts. They also agreed that underwriting announcements sound more like commercials than in the past.  相似文献   

9.
A telephone survey of 122 respondents was conducted to examine whether exposure to television predicted the use of certain conflict management message styles. Television exposure was not a significant predictor of using a “self-oriented” or “issue-oriented” approach. However, it was a significant predictor of using an “other-oriented” approach to conflict management. Viewers with greater exposure to television were more likely to report using positive message responses when dealing with conflict than their lighter-viewing counterparts.  相似文献   

10.
ABSTRACT

In spring 2005, Sims Memorial Library at Southeastern Louisiana University initiated “Text A Librarian,” a service that enables Southeastern students, faculty, and staff to use the text message feature of their cell phones to send questions to and receive answers from the library. Librarians at Sims use a dedicated text messaging telephone number and “e-mail/SMS” conversion software, provided by Altarama Systems and Services, to send and receive text messages.  相似文献   

11.
Framed within the O-S-R-O-R (Orientations-Stimulus-Reasoning-Orientations-Response) communication mediation framework, this study examines the bi-directional effects of personal message expression on individuals' cognitive elaboration, message learning, and attitudes when exposed to social campaign messages in blogs (anti-drunk driving). Findings from an online-based experiment, expression of personal message (yes and no), and perceived homophily to message audiences (yes and no) revealed that expressing personal messages significantly affects the amount of cognitive effort expended by individuals and message learnt, but only slightly affects their attitudes. The role of perceived homophily varies; significantly affecting cognitive effort but with no significant effects on learning and attitude. Findings show that even though influence on individual attitudes is insignificant, simultaneously receiving and expressing a message online as compared to being mere receivers of messages may impact thinking and learning of the message, at the least.  相似文献   

12.
People with disabilities need access to emergency-related information at the same time that the general public receives that information. Many county and municipal-level governments suggest that citizens sign up on a Web page to receive emergency alert information. While the messages being sent out via e-mail or text message might be accessible, the sign-up processes are often inaccessible, preventing people with disabilities for signing up for these important information services. In this paper, all of the county-level emergency alert sign-ups in Massachusetts, New York, and Maryland, were evaluated for accessibility. A total of 156 evaluations took place (6 evaluations for each of the 26 counties evaluated). Of the 26 counties evaluated, 21 of them had accessibility violations. Legal, policy, and design-related implications are presented in the following discussion.  相似文献   

13.
This paper compares two perspectives on why individuals visit museums using data from a telephone survey conducted in Minnesota in 1996. One perspective holds that individuals visit museums because of interest in the materials exhibited. Another holds that visits to museums are markers of social status, influenced more by social class variables, such as educational attainment. Information from the survey allows for construction of a set of interest indices, which reflect the respondents' levels of interest in various museum topics. The survey data also allow the estimation of regression models that test the relative roles of interest versus respondents' educational attainment as indicators of their likelihood of visiting any one of five different types of museums. Results show that topic interest is a stronger predictor than educational attainment. The implications for attracting museum visitors are discussed.  相似文献   

14.
Based on a statewide telephone survey before the 2004 presidential election, this study probes Ohioans' attention to and perception of campaign advertising and the perceived effects of those negative political ads. Citizens in this “battleground” state had a very high level of awareness of campaign advertising, characterizing it as more negative than in the past. Self-reported attention to the campaign and measured use of local and national television news were related to perceived campaign negativity. Evidence of a third-person effect regarding a specific type of negative advertising was found. However, the effect was moderated by candidate choice.  相似文献   

15.
This study extends the research of the third-person effect by examining the effect of time span of media message on perceptual and behavioral components of the third-person effect. Using a survey of Hong Kong residents, the study explores perceived media effect of the news coverage of a short- and a long-term issue and the predictor of intention to take action to reduce negative effect. The results revealed no third-person effect by the short-term messages and the reverse third-person effect (first-person effect) by the long-term messages. There was a significant difference in discrepancy between the perceived media effect on self and others (third-person perception) produced by the messages of the short- and long-term issue. The study also found that perceived media effect on self is a stronger predictor of intention to take action to reduce the negative effects of the short- and long-term issue than the third-person effect.  相似文献   

16.
《Communication monographs》2012,79(4):290-301

This study employed factor‐analytic techniques in two separate experiments to determine the dimensions of message interpretation when different opinions on black‐white relationships were expressed. People in five cities responded to messages varying in perceived racial militancy. The results yielded a factor structure with three strong and pure dimensions accounting for 68 percent of the variance. Suggestions for the use of these scales in a variety of situations were offered.  相似文献   

17.
Even by modern standards, the success of Huey Long's rhetoric in the 1920s and 1930s is remarkable. When Long was assassinated in September of 1935, he was a potential candidate for the presidency and one of the most powerful members of the U.S. Senate. He was also widely perceived as being a demagogue. Long's training as a radio speaker began in the 1920s during his stormy political career. Most city newspapers were against him, but Long had a friend who owned a powerful radio station (KWKH) in Shreveport, Louisiana. Long got free time on KWKH to take his case to the people. Long often talked for several hours at a time, sometimes by remote control from his hotel room while lounging in his pajamas. In the final nine months of his life, from January to September of 1935, Long received free time on national networks for eight major broadcasts. This paper makes a fantasy theme analysis of these broadcasts, and examines whether or not Long was a demagogue and what influences he has had on subsequent political communication.  相似文献   

18.
This online experiment integrates confirmation, politeness, and self-determination theories to examine how Veterans evaluate family members’ messages encouraging them to seek behavioral health care. Veterans (N?=?226) evaluated messages manipulated to express high or low levels of acceptance and autonomy support, completed outcome measures (persuasiveness, relational impact, identity management, emotions), and reported on their own reintegration difficulties. Positive associations were found between perceived message acceptance and three outcomes, and perceived autonomy support and two outcomes. Reintegration difficulties were associated with more negative message perceptions. Perceived acceptance and autonomy support also mediated a number of associations between manipulated message features and outcomes, as well as reintegration difficulties and outcomes. Theoretical and practical implications are discussed.  相似文献   

19.
Intimate partner violence affects millions of lives annually. Domestic violence advocates work to alleviate this problem; yet the nature of the work leaves them vulnerable to negative outcomes such as burnout. This study examined the relationships between communication anxiety, communication competence, perceived social support, and feelings of burnout among domestic violence advocates. Results from a survey of 69 individuals recruited from a US domestic violence agency show the combination of communication anxiety, communication competence, perceived emotional support, and perceived informational support accounted for approximately 13% of the variance in advocates' emotional exhaustion and 21% of the variance in advocates' experiences of reduced personal accomplishment. Responses also differ with the advocate's position in the agency. The following recommendations are offered: develop scenario-based communication skills training programs to reduce communication anxiety and increase communication competence, hold regular debriefing meetings to help advocates process their experiences and to receive peer support, and develop formalized mentoring programs that can provide social support for new workers.  相似文献   

20.
《Communication monographs》2012,79(2):185-211
The current study employed a confirmation perspective to assess individuals’ perceptions of weight management messages. Confirmation was conceptualized as being comprised of two components: acceptance and challenge. Building on the main theoretical premise that messages higher in acceptance and challenge would be perceived as more effective in promoting healthy behaviors than messages lower in these components, we assessed how the relationships between the two components and message effectiveness varied by individuals’ characteristics. Specifically, we examined body self-esteem, readiness to change, weight locus of control, motivations for weight management, and communication satisfaction with weight management conversations as potential moderators. Results indicated that, as hypothesized, messages higher in acceptance and messages higher in challenge were perceived as more effective. In addition, body self-esteem, certain stages of readiness to change, and communication satisfaction interacted with acceptance to predict effectiveness, and internal locus of control and appearance and strength motives interacted with challenge to predict effectiveness. These results, in combination, suggest that although messages high in either component of confirmation were perceived as generally effective in motivating healthy behaviors, optimal levels of acceptance and challenge may vary by certain individual and relational characteristics. Practical and theoretical implications are discussed.  相似文献   

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