看到有趣的一面:亲环保沟通中的幽默
Chris Skurka1, Julia J Lee Cunningham2
1Pennsylvania State University, Department of Media Studies, Donald P. Bellisario College of Communications, Penn State University, 222 Carnegie, University Park, PA, 16802, USA.
环境信息中的幽默吸引了人们的注意,但很难改变行为,特别是那些已经参与其中的人. 这是它它它它.
科学领域:
- 综合沟通,心理学,营销和环境研究的跨学科研究.
- 探索社会营销和行为科学原则.
背景情况:
- 支持环境的信息对于社会变革至关重要.
- 幽默在说服性沟通中的作用在环境背景下未被充分探索.
研究的目的:
- 审查幽默在推动社会变革的环保信息传递中的有效性.
- 识别影响观众反应的幽默类型和调节因素.
主要方法:
- 系统的文献综述综合了跨多个学科的发现.
- 分析各种幽默形式:刺,站立喜剧,剧本娱乐.
主要成果:
- 幽默有效地增加了注意力,并改变了感知 (近期结果).
- 行为影响 (远程结果) 是有限的,对低兴趣受众的影响更大.
- 确定了幽默使用的潜在缺点和适度因素.
结论:
- 亲环境幽默表现出混合的结果,在认知参与方面表现出色,但并没有持续推动行为变化.
- 需要进一步研究各种样本和严格的实验设计,才能充分理解幽默在环境运动中的潜力.
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