Text On Screen: Can Emotionally Incongruent Combinations of Media Frames and Messages Elicit Coactivation in the Motivational Systems.
Social media is becoming one of the most common deployment methods for antidrug and risk message campaigns. This is largely due to the low cost and high distribution that social media affords. This article argues that the social media approach to antidrug messaging also results in greater attention...
| Publicado en: | Media Psychology Vol. 22; no. 3; pp. 501 - 526 |
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| Autores principales: | , , |
| Formato: | Artículo |
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Taylor & Francis Ltd
2019
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| Materias: | |
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ssf&AN=136149877&site=ehost-live header: @attributes: shortDbName: ssf uiTerm: 136149877 longDbName: Social Sciences Full Text (H.W. Wilson) uiTag: AN controlInfo: bkinfo: jinfo: jid: 15213269 7MN jtl: Media Psychology issn: 15213269 maglogo: N pubinfo: dt: 2019 vid: 22 iid: 3 pid: 377 pub: Taylor & Francis Ltd artinfo: ui: 136149877 10.1080/15213269.2017.1412323 ppf: 501 ppct: 25 formats: tig: atl: Text On Screen: Can Emotionally Incongruent Combinations of Media Frames and Messages Elicit Coactivation in the Motivational Systems. aug: au: Keene, Justin Robert Lang, Annie Loof, Travis affil: Department of Journalism and Electronic Media, Texas Tech University, Lubbock, TX, USA Department of Communication Science, Indiana University, Bloomington, IN, USA Media & Journalism, University of South Dakota, Vermillion, SD, USA su: Information processing Social media Public service advertising Text messages Combination drug therapy sug: subj: Information processing Social media Wireless Telecommunications Carriers (except Satellite) Public service advertising Text messages Combination drug therapy ab: Social media is becoming one of the most common deployment methods for antidrug and risk message campaigns. This is largely due to the low cost and high distribution that social media affords. This article argues that the social media approach to antidrug messaging also results in greater attention to the message over time. This article reports results from a study that examined how the combination of a short gain-or-loss framed text message interacts with a subsequent pleasant or unpleasant antidrug video message to influence motivational activation and information processing. Based on previous work investigating how different emotional trajectories in public service announcements (PSAs) elicit different patterns of motivational activation and cognitive processing, it was predicted, and found, that emotionally incongruent combinations of the text frame and video content resulted in the coactivation of the motivational systems. Placing a gain frame before a video message affects the overall processing of the subsequent message such that even an unpleasant message is rated more positively and results in a pattern of resource availability more like what we see for pleasant messages. Motivational activation and the subsequent effects on cognitive and emotional reactions are discussed within the context of multi-modal anti-drug campaigns. pubtype: Academic Journal doctype: Article src: R language: English refInfo: copyright: @attributes: flag: N holdings: @attributes: islocal: N |
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