关于含糖饮料的在线消息的内容分析
Yingke Li1, Lijiang Shen1, James Price Dillard1
1Department of Communication Arts & Sciences, The Pennsylvania State University, State College, PA 16802, USA.
Nutrients
|April 13, 2024
概括
媒体活动影响了含糖饮料 (SSB) 的消费. 对在线SSB信息的分析揭示了支持和反对SSB内容之间的主题,目标受众和演员代表性的差异.
科学领域:
- 公共卫生 公共卫生
- 媒体研究 媒体研究
- 行为科学 行为科学
背景情况:
- 媒体活动显著影响公共卫生行为,包括饮用含糖饮料的消费.
- 在线平台提供各种有说服力的信息,促进和阻止SSB摄入.
- 了解这些信息的特征对于设计有效的公共卫生干预至关重要.
研究的目的:
- 分析和比较在线反糖甜饮料 (SSB) 和亲SSB信息的特点.
- 在与SSB相关的数字媒体活动中确定有说服力的主题,目标人口统计和信息特征.
- 为了突出这一媒体格局中信息传递和代表性的差异.
主要方法:
- 来自美国在线平台的112个反SSB视频和29个亲SSB广告的内容分析.
- 为方向 (支持/反对),宣传目标,演员人口统计,说服性主题和消息感觉价值编码消息.
- 使用了归纳和演分析方法的组合.
主要成果:
- 反SSB的信息主要针对个人消费行为,采用多种有说服力的主题.
- 支持SSB的信息集中在单一的"感觉良好"主题上.
- 演员人口统计学因信息方向而异,与白人相比,在反SSB内容中,黑人,西班牙裔和亚洲人的代表性不足.
- 支持SSB的上诉显示,消息感觉值略高.
结论:
- 在线反SSB运动主要集中在个人行为改变上,利用各种说服力策略.
- 在与SSB相关的媒体中,人口群体的代表性存在差异.
- 在当前的反SSB在线消息中,发现某些常见和潜在有效的说服性主题的缺失.
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