Context and identification in persuasive mass communication

Nick Joyce, James T Harwood

Research output: Contribution to journalArticle

3 Citations (Scopus)

Abstract

In this experiment, participants were presented with a prosocial message modeled from modern public health campaigns. Although the message was kept identical, the context of the message was experimentally manipulated to represent either a viral user-generated video or a government-sponsored public service announcement. The data provided evidence of an indirect relationship between media context and persuasive efficacy mediated through subjective evaluations of the message and social identification with the message producers. Results are discussed in terms of social identity theory and entertainment processing models.

Original languageEnglish (US)
Pages (from-to)50-57
Number of pages8
JournalJournal of Media Psychology
Volume26
Issue number1
DOIs
StatePublished - 2014

Fingerprint

Persuasive Communication
Social Identification
mass communication
Public health
entertainment
public service
producer
video
public health
campaign
Communication
experiment
Processing
Health Promotion
evaluation
evidence
Public Health
Experiments
Public Service Announcements
Social Theory

Keywords

  • Mass communication
  • New media
  • Persuasion
  • Public service announcements
  • Sexting
  • Social identity

ASJC Scopus subject areas

  • Applied Psychology
  • Social Psychology
  • Communication

Cite this

Context and identification in persuasive mass communication. / Joyce, Nick; Harwood, James T.

In: Journal of Media Psychology, Vol. 26, No. 1, 2014, p. 50-57.

Research output: Contribution to journalArticle

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