Use of Internet Memes in PSAs: Roles of Perceived Emotion, Involvement with Memes, and Attitudes Toward the Issuing Organization in Perceived PSA Effectiveness.
To help solve the diabetes problem in Singapore, we developed humorous and fearful public service announcements (PSAs) based on popular Internet memes and investigated how the emotions derived from PSAs affect Singaporean millennials’ perceptions of PSAs’ effectiveness. In total, 416 people particip...
| Publicado en: | Health Communication Vol. 39; no. 6; pp. 1185 - 1198 |
|---|---|
| Autores principales: | , |
| Formato: | research tables/charts Journal Article |
| Publicado: |
Taylor & Francis Ltd
May2024
|
| Acceso en línea: | Ver este registro en EBSCOhost |
| fields | @attributes: recordID: 1 pdfLink: plink: https://search.ebscohost.com/login.aspx?direct=true&db=ccm&AN=177477765&site=ehost-live header: @attributes: shortDbName: ccm uiTerm: 177477765 longDbName: CINAHL Complete uiTag: AN controlInfo: bkinfo: dissinfo: jinfo: jid: 10410236 7LW jtl: Health Communication issn: 10410236 maglogo: N pubinfo: dt: May2024 vid: 39 iid: 6 pid: 377 pub: Taylor & Francis Ltd place: Philadelphia, Pennsylvania artinfo: ui: 177477765 163511765 177477765 177477765 10.1080/10410236.2023.2207283 177477765 ppf: 1185 ppct: 13 formats: tig: atl: Use of Internet Memes in PSAs: Roles of Perceived Emotion, Involvement with Memes, and Attitudes Toward the Issuing Organization in Perceived PSA Effectiveness. aug: au: Soo Jung Hong Yan Fen Low, Bernadette affil: Department of Communications and New Media, National University of Singapore. sug: subj: Internet Utilization Wit and Humor Fear Health Promotion Methods Communication Methods Emotions Evaluation Diabetes Mellitus Prevention and Control Generation Y Psychosocial Factors Attitude to Health Evaluation Human Male Female Young Adult Adult Singapore Descriptive Statistics Data Analysis Software Multiple Linear Regression One-Way Analysis of Variance Preventive Health Care Organizations Health Education Methods Advertising Evaluation Health Behavior Health Knowledge Funding Source Adult: 19-44 years Male Female ab: To help solve the diabetes problem in Singapore, we developed humorous and fearful public service announcements (PSAs) based on popular Internet memes and investigated how the emotions derived from PSAs affect Singaporean millennials’ perceptions of PSAs’ effectiveness. In total, 416 people participated in the study through a Singaporean online survey company. Multivariable linear regression methods with SPSS were used to examine our hypotheses and research questions. According to the results, message manipulation significantly increased participants’ perceived emotion (i.e. perceived humor and fear). Moreover, the results showed that perceived humor and fear were positively associated with perceived PSA effectiveness in both models, testing the humor effect and fear effect separately. As per the moderation analysis, the association between the perceived emotion (i.e. humor and fear) and the perceived PSA effectiveness is likely to increase when attitudes toward the organization are less positive. Moreover, the association between perceived fear and perceived PSA effectiveness is likely to increase when participants’ involvement with memes is low. Our findings highlight important theoretical and practical implications for future studies investigating the effectiveness of Internet meme-based PSA messages regarding serious health issues. pubtype: Academic Journal doctype: research tables/charts Journal Article ougenre: Article language: English refInfo: holdings: @attributes: islocal: N |
|---|