Advancing Agenda-Building: Exploring Causal Relationships
Authors: Tiffany Lynn Schweickart and Lauren Furey, Florida
Top Student Paper in Public Relations
Abstract
This study tested the three-levels of agenda building using an experimental design to identify possible causal relationships. This research contributes to the study and practice of political public relations by examining the process by which an issue is created and transferred to the public. Results indicate various support for agenda building including overall issue salience and issue attribute salience. The study also tested the compelling arguments hypothesis and found strong support for attribute salience contributing to overall issue salience. These findings are important for political public relations practitioners as it demonstrates that contextual issue attributes increase issue salience for the public.
[youtube https://www.youtube.com/watch?v=_1fzcHfKBQM?rel=0&showinfo=0]
African Union Commission’s Multinational Ebola Campaign Informed by and Against the Decision-Making Model for Localization
Authors: Juan-Carlos Molleda and Toluwani Oloke, Florida
Abstract
This qualitative study documents and analyzes the 2014 African Union’s (AU) Ebola campaign in three countries (i.e., in Liberia, Guinea, and Sierra Leone) against the Decision-Making model for Localization. The ultimate goal of the study is theory building by challenging and revising the localization model with a case study of a multilateral organization intervening in a multinational health crisis. Global public relations and communications management theories are not the norm and more theory building is needed to explicate multinational phenomena. The case study is developed with phone and online interviews, news coverage, campaign’s materials, documents of the AU commission, and social media posts. Results indicate that a sequential and almost prescriptive process for localization’s execution missed the reality of resistance in complex environments, which demands the refinement of the model. Localization’s strategies and tactics need pre-testing, monitoring, and adjustment, which is now included in a proposed revised model for localization.
Bandwagon or Free Ride: The Effect of Social Media Normative Cues on Self-Efficacy, Perceived Likelihood of Success, and Intentions to Participate in a Collective Action
Author: Yu-Hao Lee, Florida; and Carlin Littles, Georgetown U
Abstract
Social network sites (SNS) such as Facebook and Twitter are increasingly used to mobilize collective action for a cause. Can social media overcome the problem of collective action, that rational actor will opt to free-ride on other people’s efforts instead of taking action? Social media features often make the implicit number of potential participants more explicit. While the number of participants can increase social conformity (bandwagon), it may also lead to free-riding through reducing the impact of individual contributions. We conducted an online experiment using mock-up Facebook action pages to examine the effect of number of participants on people’s self-efficacy, perceived likelihood of success, and intentions to take part in the collective action. The results found a bandwagon effect through perceived likelihood of success. We also found a curvilinear relationship between number of participants and self-efficacy, self-efficacy drops off after a certain point and people are more likely to free-ride.
[youtube https://www.youtube.com/watch?v=qdYbJ-cowfs?rel=0&showinfo=0]
Beyond Words: Amplification of Cancer Risk Communication on Social Media
Authors: Yulia Strekalova, University of Florida
Abstract
Social media provide a unique medium for disseminating evidence-based information to diverse audiences, including organizational and private stakeholders, and facilitating an active dialog about health and health risks. The goal of this study was to assess the level of audience engagement with messages posted on the NCI Facebook page and evaluate the differences in the audience information behavior toward risk-related and non-risk posts. Guided by the social amplification of risks framework, this study examined the role of communication signals and their effect on the engagement with and amplification of risk-related information. This study’s findings emphasize the importance of focused investigation of message design strategies and message effects on the dissemination and amplification of communication related to health risks.
Communicating Complex Information About Cancer Research: An Experimental Comparison of Metaphorical and Low-Literacy Messages
Authors: Janice Krieger and Jordan Neil, Florida
Abstract
Effectively communicating complex information is a key challenge in the field of health communication. The role of randomization in cancer clinical trials is one such example because patients must understand their illness as well as the role of experimental design in order to provide informed consent to participate. The current study reports on the findings from a nationally representative study comparing the effectiveness of different message strategies for explaining randomization (N = 533). Results of a hierarchical regression analyses demonstrate surprising problems associated with the use of plain language strategies for explaining randomization to cancer patients, while the effects of metaphorical message strategies on comprehension, negative affect, and behavioral intentions to participate in RCTs were mixed. Implications for communication theory and practice are discussed.
Consumers’ Prosocial Engagement in CSR: Why Should They Care and What Does it Mean to Them?
Authors: Mary Ann Ferguson and Baobao Song, Florida
Abstract
Public relations practitioners worldwide are attempting to enhance the overall organization-stakeholder relationships by applying strategic communication techniques and skills to CSR management and communications. In this light, the current study is a part of a seminal effort to build a consumer- and social cause-oriented CSR communication model, which maximizes the impact of CSR investments on both consumer relationship building, business bottom-line, and social causes. First, drawing on the prosocial motivation literature, this paper investigates people’s implicit and explicit motivations for prosocial behavior, and how these two motivations interact to affect consumers’ willingness to contribute to CSR activities. Second, through the lens of sense-making theory, this study evaluates the influence of successful prosocial behavior engagement on consumers’ perceptions of both self and companies’ prosocial identities, CSR authenticity, and company evaluations.
Contextualizing Journalism Ethics: A Cross-Cultural Study of Plagiarism and Attribution Between U.S. and Chinese Journalists
Authors: Fan Yang, Bu Zhong, Pennsylvania State University; Norman P. Lewis, Florida, Yong Zhou, Renmin University of China.
Abstract
Journalism profession takes no plagiarism as an absolute code of ethics, yet journalists’ beliefs in attribution are rarely context-independent. This study surveyed 1,096 U.S. and Chinese journalists and unveils the circumstances under which attribution might be subject to flexibility. Chinese journalists overall reported a stronger attribution belief than U.S. journalists. Attribution beliefs also vary by career tenure, type of news organization and position held. Respondents were more likely to stick to attribution when they viewed it as a result of personal rather than organizational standards. The influence of the Internet also led to a more flexible attribution belief of U.S. journalists compared to Chinese journalists.
[youtube https://www.youtube.com/watch?v=2bXcC2TkoBE?rel=0&showinfo=0]
CSR Communications and Stakeholder Perceptions: A Content Analysis of User Comments on YouTube
Authors: Song, Jing (Taylor) Wen, Florida
Abstract
A content analysis examined Fortune 500 companies’ corporate social responsibility (CSR) advertisements and user comments on YouTube. Drawing on both the theoretical frameworks of participatory oriented and the outcome-oriented CSR communication strategies, the findings suggest that non-controversial companies are more active on YouTube and have a stronger tendency to communicate CSR related contents on YouTube. Controversial companies are more likely to receive negative comments and less likely to receive positive comments than non-controversial companies. In addition, CSR videos that (1) use information strategies, (2) take a company-dominant perspective, and (3) describe high fit CSR programs are more likely to receive negative and skeptical comments. On the other hand, CSR videos that (1) emphasize the companies’ commitment to the programs, (2) support the impact of CSR programs with anecdotal evidences, and (3) balance their CSR motives between social benefits and business interests are less likely to receive negative and skeptical comments.
Disparaging Trademarks and Social Responsibility
Author: Jasmine McNealy, Florida
Top Paper in Sports Communications
Abstract
In 2014 the USPTO ruled that the Washington Redskin’s trademark was disparaging, and therefore canceled the team’s registration. This ruling makes it difficult for the team to defend itself against infringing uses of the mark. More important than the legal implications of the use of a disparaging mark, are the ethical implications. This paper considers the continued use of disparaging trademarks, specifically the use of Native American mascots, symbols, and team names, under the Christians and Nojdenstreng conception of social responsibility (SR). This revision of SR considers the principles of human dignity, truth telling, and nonmaleficence with respect to the media.
Effect of Online Comments and Public Opinion Polls on Individuals’ Attitude Change and Willingness to Speak Out on Social Media
Authors: Moon Lee, Jung Won Chun, Florida
Abstract
Applying Social Judgment Theory, we tested the effects of online comments and public opinion polls on the publics’ latitude of acceptance of others’ online comments, attitude toward a company, and willingness to speak out on social media based on prior attitudes. We conducted two experiments with a 2 (Prior Attitude: Positive and Negative) X 4 (Comment Type: Positive, Negative, Mixed, and No Comment) X 2 (Poll Results: Positive vs. Negative) factorial design. The effects of online comments and public opinion polls interact with individuals’ prior attitudes. Among people with prior negative attitudes, the latitude of acceptance toward online comments increased as the comments became negative. However, this difference was not detected among people with positive prior attitudes. People with negative prior attitudes were more likely affected by reputational two-sided comments than one-sided comments and their willingness to speak out increases as the others’ comments become more negative toward the company.
Exploring the Intergroup Dimensions of Health Campaigns: Identity as a Framework for Developing Effective Messages for Medically Underserved Audiences
Authors: Janice Krieger, Alyssa Jaisle, Dorothy Hagmajer, Kimberly Case, J. Robyn Goodman and Betsy Shenkman, Florida
Abstract
Guided by the Communication Theory of Identity, the goal of the current study is to describe how a medically underserved population of Medicaid enrollees with behavioral health (e.g., bipolar disorder) and physical health diagnoses (e.g., diabetes) construct their identities relative to their health behaviors and how those identities relate to perceptions of recruitment and retention materials developed for the Wellness Incentives and Navigation program (WIN). Findings include that racial/ethnic identities were important to the intended audience, however, perspectives on how well a racial/ethnic group was represented varied by group membership. A second is that although racial/ethnic and gender identities were important, other communal identities (e.g., rural, age) emerged as salient group memberships related to health behaviors. Finally, our analysis revealed the importance of considering how health behaviors are linked to the interpenetration of various identity frames. Implications of the current study for theoretical advancement and recruitment refinement are discussed.
Forgiving Ourselves is Progress: The Importance of an “Amnesty” Approach Toward Questionable Research Practices
Authors: James D. Ivory, Virginia Tech; Sriram Kalyanaraman, Florida
Abstract
Dishonest research practices such as data manipulation or falsification of data are clearly unacceptable. However, there are many other minor deviations from best practices that are often less malevolent, but that nonetheless affect the validity of research by inflating the statistical significance and importance of findings, such as post-hoc adjustments to details of hypothesis tests (i.e., “p-hacking”) or hypotheses themselves (i.e., HARKing; hypothesizing after results are known). There is evidence that these minor “questionable research practices” (QRPs) are common in published communication research, widely accepted, and even taught by mentors overtly or otherwise. This presentation argues that to increase the validity of communication research, the field needs a culture that discourages questionable research practices, but also establishes that scholars should not fear stigma or retribution for past use of such strategies. The presentation also outlines a strategy for implementing such a culture field-wide throughout graduate education and the publication process.
From Stonewall to Tiffany’s
Author: Ernest Raymond Rice, Florida
Abstract
In the 46 years since the Stonewall riots in New York City that gave the gay rights movement in the U.S. its start, gay rights have gone from non-existent in 1969 to the point where the majority of U.S. adults support same-sex marriage in 2015. This article proposes that this change can be described using the diffusion of innovations theory to explain how the gay community began gaining social acceptance when it began to no longer hide its sexual preferences and to openly interacting with non-gays following the Stonewall riots, thereby creating an information exchange that promotes diffusion. The documentary films Before Stonewall and After Stonewall will be used in this article to provide context and direction through the insights that they provide into the hidden life that gays led before the Stonewall riots and the activism that occurred afterwards.
GIFTS: Developing Collaborative Projects
Authors: Yulia Strekalova, Florida
Abstract
The activity presented here has two main learning outcomes. First is the ability to see opportunities for collaboration for an organization. Second is the ability to partner with another student to develop a joint idea for a collaborative proposal that uses shared resources. The activity is focused on the development of a collaborative proposal between two organizations using shared resources. Depending on the thematic focus of the course, students are asked to consider a situation where they would be representing a community organization and would need to develop a proposal for funding or a campaign. Alternatively, students could be asked to think about a situation where they would be representing the college where they study and would be working on a project for the benefit of a community organization. Students are then distributed some resources that they can use to develop a project for the organization they represent. Finally, they are asked to form pairs and create a collaborative project that uses joint resources for a joint project.
GIFTS: Student Participation in Sponsored Applied Research Projects
Authors: Yulia Strekalova, Tom Kelleher, Robert Norberg and Debbie Treise, Florida
Abstract
A large southeastern U.S. university created a student-staffed strategic communications agency (‘The Agency’) to provide advertising and public relations students the opportunity to contribute to projects contracted by industry sponsors. The agency was founded on a learn-by-doing, immersive approach to educating pre-professional contributors to communications industries. Specifically, students are provided with opportunities to collaborate with professionals and faculty and work on tasks for contracted projects.
“Just the Right Stuff for Just the Right Person”: Knowledge, Perceived Benefits, and Perceived Harms of Precision Medicine Among Caucasian and African-American Adults
Authors: Jordan Neil and Kim B. Walsh-Childers, Florida
Abstract
Precision medicine has the potential to make both diagnosis and treatment of disease more efficient and more effective. Although individualizing medical care is not a new concept, precision medicine’s ability to identify diseases early, and to tailor treatments that align with a patient’s genetic characteristics more accurately, promises a substantial improvement over the one-size-fits-all approach often used today. However, the success of precision medicine is reliant upon patient uptake of genetic testing, and recruiting a cohort of demographically diverse patients to develop treatments for a wide selection of patient subgroups. To do so, historically low rates of research participation among minorities must be overcome. Therefore, this study used an online survey to assess current levels of public knowledge, and identify differences in the most salient perceived benefits and harms of precision medicine between African Americans (n=420) and Caucasians (n=420). Study findings are discussed and implications for future research are outlined.
Language of Uncertainty: The Expression of Decisional Conflict Related to Skin Cancer Prevention Recommendations
Authors: Vaughan James and Yulia Strekalova, Florida
Abstract
User-generated information on the Internet provides opportunities for monitoring of health information consumer attitudes. For example, information about cancer prevention may cause decisional conflict. Yet, posts and conversations shared by health information consumers online, in unstandardized format, are not readily actionable for interpretation and decision-making. This study extends prior research on the use of natural language as a predictor of consumer attitudes and provides a link to the decision-making by evaluating the predictive role of uncertainty indicators expressed in natural language. Analyzed data included free-text comments and structured scale responses related to information about skin cancer prevention options. The study identified natural-language indicators of uncertainty and showed that it can serve as a predictor of decisional conflict. The natural indicators of uncertainty reported here can be used to facilitate the monitoring of health consumer perceptions about cancer prevention recommendations and can inform communication campaign planning and evaluation.
More Credible but Less Effective: The Effects of News Cues on Perceptions of Self-Driving Technologies
Authors: Jung Won Chun, Sriram Kalyanaraman, Ah Ram Lee, Baobao Song, Jungyun Won and Tianduo Zhang, Florida
Abstract
The growing importance and polarizing viewpoints surrounding the issue of autonomous or driverless technologies prompts questions on how various news cues may influence public perceptions. The current investigation explored the interplay among such news cues as type of source, type of news frame, and language complexity on attitudes and behavioral intentions toward self-driving technologies (SDTs) via two experiments. In study 1, a 2 (type of source: specialist vs. generalist) x2 (type of frame: pro-SDT vs. anti-SDT) factorial design revealed that a pro-SDT news frame elicited positive attitudes and behavioral intentions toward SDTs. Study 2 attempted to shed further light on these findings by including a third news cue—language complexity (simple vs. complex) in a 2 (type of source) x 2 (type of frame) x2 (complexity of language) factorial design. Results revealed that across all conditions, language complexity added to the perceived credibility of the media, but reduced message memory. In addition, a three-way interaction showed that a pro-SDT message employing simple language and emanating from a specialist source was most effective in encouraging desire to experience SDTs. Theoretical, applied, and policy implications are discussed.
Network Analysis of Agenda Building in NFL Crisis Situation
Authors: Tiffany Lynn Schweickart, Jordan Neil, Tianduo Liudmila Khalitova, Barbara Myslik, Spiro K. Kiousis, Florida; Craig E. Carroll, New York U; Ji Young Kim, University of Hawaii at Manoa
Abstract
Highlighting the need for a strategic communication process during a crisis situation, three levels of agenda building were explored in terms of the stakeholders, reputation attributes, and image restoration strategies in the context of NFL domestic violence issues. A quantitative content analysis was conducted with public relations messages collected from corporate and stakeholder media, news media coverage, and public opinion on social media. As a result, our data showed more meaningful association at the level of attributes than objects, and confirmed the mediation role of news media in the agenda building process. To discuss the effectiveness of public relations efforts by multiple stakeholders, agenda-building associations were also compared by stakeholder sources and types of messages.
Older Adults’ Social Connectedness Through Digital Gaming
Author: Yu-Hao Lee, Florida
Abstract
Many developed countries are promoting the concept of active aging as a solution to the aging population. Studies on more general populations have shown that digital games can facilitate social connectedness by helping users maintain or expand social ties. Very little is known if digital games have the same effect on older adults. This study uses a large-scale (n=1101)national survey of older adults aged 60 and above to examine the relationship between digital game playing, social capital and social connectedness. Results showed that playing alone did not displace social capital. Playing with strong and weak ties predicted both bonding and bridging social capital. And playing with online friends predicted bridging social capital. The findings suggest that digital games can be an effective means of promoting social connectedness among older adults depending on who they play the games with.
Online Social Support, Attitude, Social Norms, and Perceived Behavioral Control Associations with Individual’s Healthy Eating Behavior Intentions
Authors: Jungyun Won and Robert Wells, Florida
Abstract
Healthy eating, such as having a diet that includes plenty of fruits and vegetables, is important for healthy maintenance of the body and to prevent chronic disease. With the advent of the Internet and social media, more and more people are receiving information related to healthy behaviors in an online context. With social media, this information can come in the form of communication from family, friends, and others in a person’s social network. The importance of social support in helping to encourage healthy behaviors has been well-established in health communication literature. However, little research has examined the role of online social support in helping to encourage healthy eating behaviors. With the theory of planned behavior as a framework, this research used a survey of 525 respondents to examine the relationship between online social support and healthy eating behavior intentions. Through multiple regression, we found that online social support is positively associated with healthy eating behavior intentions and that online social support can moderate the relationship between perceived behavioral control and healthy eating behavior intentions.
Political information use on mobile SNS and political discussion in China: The role of WeChat users’ social networks.
Authors: Aimie Yang, and Rita Men, Florida
Abstract
Applying an online survey, this study tests the relationships between political information use on WeChat (a Chinese mobile SNS), political discussion, political attitudes, and WeChat users’ social network structural features. The results show that WeChat users’ political information use on this platform affects their political discussion and political attitudes. Further, both positive and negative WeChat political discussions mediate the effect of political information use on political attitudes. Additionally, WeChat users with large size networks are more likely to engage in positive political discussion. WeChat users with diverse social networks are more likely to engage in positive and negative political discussion. The implications of this study are discussed.
Professionalization of Public Relations in Latin America: A Longitudinal Comparative Study
Authors: Juan-Carlos Molleda and Gabriel Stephen, Florida; Cristina Navarro, Gulf University for Science and Technology; Angeles Moreno, King Juan Carlos U
Abstract
This longitudinal comparative study assesses the evolution of professionalization of public relations in Latin America. Over 1,400 professionals completed online surveys in 2009 and 2015 (674 and 803 respectively), creating two data sets for analysis. Statistically significant improvements were found for five indicators: formal study of public relations in higher-education institutions, ideological and ethical principles that emphasize societal well-being, associative organizations that unite professionals, availability of a formal scientific knowledge, and a system of employment access and promotion. Three contextual variables were tested as influencers on professionalization factors during the two time periods: economic performance, political systems, and press freedoms.
Psychological Distance in Public Relations Campaigns
Authors: Ah Ram Lee, Linda Hon and Jungyun Won, Florida
Abstract
Psychological distance has been shown to be a critical concept in various disciplines such as consumer behavior and psychology. Numerous studies have suggested that psychological distance can influence people’s cognitions, attitudes, and behavioral intentions. However, few attempts have been made to examine psychological distance’s potential for public relations theory and practice as a predictor of supportive attitudes and behavioral intentions toward communication campaigns. Therefore, this study conceptualizes psychological distance within the context of Construal level Theory (CLT) to examine the relationship between psychological distance and public attitudes and participation intentions related to a social issue campaign. Structural equation modeling was used to analyze the proposed relationships. Results reveal salience, knowledge, and relevance are strong indicators of overall cognitive distance, whereas emotional connectedness and empathy are strong determinants of emotional distance. Cognitive distance and emotional distance were found to have a significant and positive effect on attitudes and behavioral intentions.
Relationship Between Advertising and Economy in China: The Roles of Consumption, Economic Development, and Media
Authors: Sylvia Chan-Olmsted, Florida; and Linsen Su, Beijing Jiaotong U
Abstract
A peculiar combination of market economy and party-state controlled political system, China presents an interesting advertising environment where the ad industry plays a critical role in its economic model. As national policy shifted from class struggle to economic reform, the Chinese media, including its advertising, contributed to this reorientation since 1979, when China began advertising practices, and after 1992, when it instituted its form of market economy. This study explores the dynamics between China’s advertising and economy in the context of various economic factors and time periods. It was found that consumption, industrialization, and economic openness positively predicted ad spending, and advertising moved in the same direction as economy in China. Furthermore, the elasticity of advertising to economy is greater after China transitioned to a market economy in 1992, while the relationship between print advertising and economy is stronger than that of broadcast advertising and economy.
Taking the Power Back: Does Interactivity Enhances Attitudes and Memory of Mediated Political Communication?
Authors: Lauren Furey and Sriram Kalyanaraman, Florida
Abstract
In the current media landscape, people are bombarded with avalanches of information online, fatiguing readers and resulting in unfavorable attitudes toward media organizations. All the while politicians communicating for themselves online are gaining in popularity as they use interactivity to attract and please voters. This study sought to examine whether interactivity could enhance these attitudes as well as memory of both simple and complex mediated political content. To accomplish these objectives, a 2 (story complexity: simple or complex) x 3 (interactivity level: low, medium or high) experiment was conducted, finding that interactivity did not enhance attitudes because political party affiliation was a large driver of results. However, interactivity did aid memory of simple information, suggesting that media organizations should divvy up their content into shorter interactive sections to enhance comprehension of content.
The Comparison of the Effectiveness of Sustainability Development Communication Between Nonprofits and For-Profits: An Expectancy Violation Perspective
Authors: Moonhee Cho, University of Tennessee; Sun-Young Park, Rowan University; Soojin Kim, Florida
Abstract
Applying the Expectancy Violation Theory (EVT) to the sustainability development context, the study is to explore how publics respond to an organization whose sustainability development is divergent from the publics’ expectation.
More specifically, given that most sustainability development studies are limited to corporations, the study will explore how both for-profit and nonprofit organizations’ violating behaviors influence publics’ evaluation on the organizations. A 2 (organization: for-profit vs. nonprofit) X 2 (scenario: positive vs. negative) between-subjects randomized experimental design will be employed to address the main effects of sustainability development expectancy violation and moderating effects of pre-expectancy, skepticism, and ulterior motives in influencing the effects of expectancy violations.
The Effect of Social Media on Positive Youth Development
Authors: Ah Ram Lee and Jungyun Won, Florida
Abstract
With the hope of raising children and adolescents to become responsible and active citizens with upstanding values, many youth-related organizations have focused their efforts on providing quality programs and opportunities to encourage early participation in civic engagements. In order to fulfill the mission effectively, youth-related organizations have actively engaged in social media, which offer the potential to promote learning opportunities, communication with youth, and eventually facilitate positive youth development. This study is designed as a two-step study to examine (1) the 4-H clubs’ Facebook communication patterns from 2009 to 2014 through content analysis, which is one of the largest international youth-related organizations, and (2) how the youth members perceive the effect and impact of the communications on their development through in-depth interviews with recent 4-H alumni, who used 4-H Facebook during the period of analysis. The analysis reveals that their posts predominantly has certain features emphasizing connection, contribution, and competence among the traits of Positive Youth Development.
The Two-Screen Experience: Examining the Interplay Between Multitasking and Involvement on User Perceptions of Television Programs
Authors: Sriram Kalyanaraman, Florida; and Jacqueline Y Borrett, U of North Carolina-Chapel Hill
Abstract
Two-screen experiences invite viewers to follow along with television programs on their tablets or computers and are used as a means of enhancing viewer engagement. To study the impact of two-screen experiences, a 2×2 factorial experiment was designed to test the effect of multitasking (concurrent, sequential) and program involvement (low, high) on a variety of outcomes, including attitudes, memory, social well-being, and creativity. Participants (N = 128) were shown either a high involvement video or a low involvement video and asked to answer questions about the video either while it was playing or immediately after it had finished. Results indicate that memory for the program was higher during sequential multitasking and high involvement conditions. Multitasking had a positive effect on creativity such that participants in the concurrent multitasking conditions generated more creative uses for a tin can than did those in the sequential multitasking conditions. Theoretical and practical implications are discussed.
Trusted Sources and Channels for Health Information: Exploring Differences in Sociodemographics and eHealth Literacy
Authors: Samantha Paige, Janice Krieger and Michael Stellefson, Florida
Abstract
This study aimed to understand how trust in health information sources and channels vary by eHealth literacy according to socio-demographics. A stratified random sample of Black/AA and Caucasian online health information seekers (N=811) completed an online survey. ANCOVAs explored relationships between socio-demographic factors and trust in health information sources and channels. Independent samples t-tests, ANOVAs, and chi-square analyses explored differences in trust of health information channels and sources by eHealth literacy according to socio-demographics. Compared to Caucasian respondents, more Black/AA with low eHealth literacy trusted Twitter (p<.01), online blogs (p<.05), online newspapers (p<.001), and religious organizations (p<.001) for health information. More adults 18-24 years old with low eHealth literacy trusted YouTube (p<.001), online newspapers (p<.001), and support groups (p<.01) for health information, while adults 25-49 years old trusted Facebook (p<.001), Twitter (p<.05), and Pinterest (p<.05). Audience segmentation can inform the development of targeted interventions according to trust and eHealth literacy.
Understanding multiplatform media consumers: the roles of media dependency, online-offline media affinity, mobile platform, social media, and user characteristics
Author: Sylvia Chan-Olmsted, Florida
Abstract
This study examines the nature of multiplatform media use from the perspectives of media dependency of television and mobile devices, online-offline media affinity, social media activities, tablet ownership, mobile platform fluidity, and various user perceptions and characteristics. Attitude toward multiplatform media use and different media platform combinations were explored in the aforementioned contexts. The results suggest that the higher the connected mobile media dependency and TV dependency a consumer has, the more positive his or her attitude toward multiplatform media use. Offline radio and TV affinity, both social media content consumption and creation, smartphone fluidity, gender, and user perceptions of multiplatform value, social norm, and ease of use are some factors that were found to play a role in such media consumption behaviors.
[youtube https://www.youtube.com/watch?v=qv7N0QA0rbg?rel=0&showinfo=0]
Understanding the Antecedents of Selfie-Posting on Social Networking Sites
Authors: Eunice Kim, Florida; Jung-Ah Lee, Korea University; Sejung Marina Choi, Korea University; Sejung Marina Choi and Yongjun Sung, Korea U
Abstract
With the growing prevalence of photo-sharing social networking sites (SNSs), SNS users communicate and present themselves online through posting self-photographs (“selfies”) on SNSs. Within the last few years, selfies have become so widespread across a variety of SNSs and therefore warrant careful investigation. To delve into this new phenomenon in social media environments, the present study examines selfie-posting behavior on SNSs using the Ajzen’s Theory of Planned Behavior (TPB). In addition, it extends the framework by incorporating narcissism as an additional antecedent, which has not been examined in previous literature. Results show that attitude toward selfie-posting, subjective norm, perceived behavioral control,and narcissism are significant determinants of an individual’s intention to post selfies on SNSs. Further, the findings reveal that one’s selfie-posting behavior on SNSs is significantly predicted by his or her intention to post selfies. Implications of the study are discussed with suggestions for future research.
Vapor and Mirrors: A Qualitative Framing Analysis of E-Cigarette Reporting in High-Circulation U.S. Newspapers
Authors: Vaughan James and Paul Simpson, Florida
Abstract
Electronic cigarettes (e-cigarettes) have been gaining popularity in the United States since their introduction into the market in 2008. Use among teenagers and young adults has recently skyrocketed, tripling between 2013 and 2014. Given that these products are still unregulated at the federal level, they represent a major public health concern. News media can have substantial effects on public perception of technology and health issues, and so it is important to understand the ways that the U.S. media present e-cigarettes.
This study examined the framing of e-cigarettes in three major high-circulation U.S. newspapers. A qualitative content analysis was performed on 92 e-cigarette-related news articles published between January 2008 and October 2014. Three major frames arose in newspaper reporting: Comparison/Contrast, Regulation, and Uncertainty. Understanding the frames presented in the media can help to both explain e-cigarettes’ rising popularity and highlight potential regulatory issues that will require attention from public health officials.
I’m Sorry: The Language of Empathy in Virtual Clinical Training
Authors: Yulia Strekalova, Janice Krieger, Jordan Neil, A.J. Kleinheksel (ShadowHealth, Inc.) and Aaron Kotranza (ShadowHealth, Inc.)
Abstract
Effective communication is one of the most fundamental aspects of successful patient care, and it frequently depends on the nurses’ ability to empathize with patients while finding effective ways translate medical science into personally relevant health information. Skilled nurses are expected to understand the patient’s experiences and feelings and be able to communicate this understanding to the patient, but language strategies used to achieve the goal of empathic communication can vary. In this paper, we employed the model of message design logics to evaluate what strategies nursing students used to express empathy during a simulated health history training. The results of this study advance our understanding of what constitutes a high-quality response to the disclosure of personal health history facts. In addition to providing a general framework for understanding empathic responses during health history assessment, the message design logic perspective highlights the differences in linguistic choices in simulated patient-provider conversations.
Innovation or Inconsistency?: Framing Colorectal Cancer Guidelines to Improve Public Perceptions of Updated Screening Recommendations
Authors: Jordan Neil, Janice Krieger, Thomas George (UF Health) and Sriram Kalyanaraman
Abstract
Effectively communicating how findings from population science informs patient-level decision-making about cancer prevention remains a challenge. Despite the substantial benefits associated with early detection of colorectal cancer (CRC), patient compliance with screening guidelines is suboptimal. One potential barrier to compliance is the language used by organizations to frame screening recommendations. Drawing on theory and research on verbal immediacy, the current study examines whether linguistically framing screening messages as being temporally immediate makes them more effective than non-immediate messages for encouraging people to adopt state-of-science screening recommendations. An online message design experiment was conducted with a sample of older adults. Results show temporally immediate frames are more effective at increasing behavioral intention to follow updated screening guidelines than temporally non-immediate frames. In addition, both response efficacy of a screening modality and perceived susceptibility to cancer moderate the relationship between message strategy and intention to screen.
Using the Science of Language to Improve the Translation of the Language of Science
Author: Janice Krieger
Abstract
Effectively communicating about issues related to advancements in science and technology is a topic of global concern to scholars from a variety of disciplines, including communication, social psychology, and the natural, physical, and medical sciences. To date, translational communication efforts have largely emanated from a deficit model of communication wherein the goal is to simply transmit information to the public. There has been little attention to how language shapes public attitudes and perceptions and even less on the ethics of those approaches. For instance, the science of biotechnology is often framed as a moral imperative to fight global food insecurity. Framing biotechnology in this way oversimplifies both the problem of world hunger and constrains dialogue about broader societal issues related to the science. Thus, there is an important need to systematically examine how language is currently being used to both promote and hinder public discourse about science.
The purpose of this panel, in collaboration with the International Association of Language and Social Psychology (IALSP) Science Communication Task Force, is to examine the role of language in translational communication about science, health, and technology around the globe. Panelists will present manuscripts that address translational communication concerns that arise in scientific discourse among different stakeholders, including scientists, the public, and policy makers. Papers address the various forms of conflict that exist, as well as how language might serve as a bridge to encourage cooperation among stakeholders by identifying and facilitating common goals. The goal of the panel is to create a meaningful roadmap for how the science of language can inform how we translate the language of science for various stakeholders.