叙述还是事实:两条通往疫苗倡导的道路
Freddie J Jennings1, Rebecca B Leach1, Brandon Lawson1
1Department of Communication, University of Arkansas, Fayetteville, USA.
Journal of health communication
|September 25, 2024
概括
事实和叙事信息都鼓励人们倡导COVID-19疫苗接种. 结合这两种信息类型被证明是最有效的,通过不同的途径来促进宣传意图.
科学领域:
- 卫生沟通健康沟通
- 社会心理学 社会心理学
- 疫苗犹研究 疫苗犹研究
背景情况:
- 对于公共卫生而言,COVID-19疫苗接种信息至关重要.
- 了解消息框架 (事实与叙事) 可以优化沟通策略.
- 宣传意图是支持疫苗接种行为的关键指标.
研究的目的:
- 为了比较关于COVID-19疫苗接种宣传意图的事实,叙事和综合信息的有效性.
- 探索通过不同的信息类型影响宣传的不同途径.
- 确定最优的信息策略,以促进疫苗的接受.
主要方法:
- 在线实验323名参与者使用Qualtrics.
- 随机分配给四个条件:事实信息,叙事信息,组合信息或控制.
- 仅进行测试后的设计,以衡量宣传意图.
主要成果:
- 事实和叙事信息都显著增加了宣传意图.
- 结合事实和叙事信息的组合比单独的任何一种类型都更有效.
- 确定了不同的心理路径来影响事实和叙事信息的影响.
结论:
- 将事实信息与引人注目的叙述整合起来,可以增强COVID-19疫苗接种倡导.
- 根据沟通途径定制信息策略可以改善公共卫生活动.
- 未来的研究应该探索跨不同人群和背景的信息有效性.
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