The effects of modal value and imperative mood on self-predicted compliance to health guidance: the case of COVID-19

IF 0.8 3区 文学 Q3 COMMUNICATION
Text & Talk Pub Date : 2024-09-12 DOI:10.1515/text-2023-0125
Sara Vilar-Lluch, Emma McClaughlin, Svenja Adolphs, Dawn Knight, Elena Nichele
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引用次数: 0

Abstract

Health messaging is effective if it achieves audience adherence to guidance. Through the lens of Systemic Functional Linguistics, we examine the expression of obligation in poster-based health campaigns (4 posters) employed during the COVID-19 pandemic in the UK by considering whether differences in grammatical mood and modality values impact on public compliance toward the message content. Effects of mood and modality variations are examined through a quantitative-cum-qualitative analysis of results from a representative survey (N = 1,089), which included closed questions on self-predicted compliance to health guidance and open questions on the respondents’ understanding of messaging. The quantitative results favour medium values of obligation (“should” vis-à-vis “must”) and directives in declarative mood for self-efficacy messages, and expressions of certainty when the need to take action to prevent negative outcomes is conveyed. The qualitative results show that, communication context and linguistic features being equal, message types (i.e., self-efficacy, moralising, fear appeals) and visual cues prevail in conditioning public reception. Moreover, since directives employing modality allow for speakers’ inclusion among the targeted addressees, they appear to offer more favourable outcomes than those in the imperative mood. This study provides empirical insights into the effects of modality and mood on health guidance compliance.
模式价值和迫切心情对自我预测遵守健康指导的影响:COVID-19 案例
如果健康信息能使受众遵守指南,那么它就是有效的。通过系统功能语言学的视角,我们研究了英国 COVID-19 大流行期间采用的基于海报的健康宣传活动(4 幅海报)中的义务表达,考虑了语法情绪和模态值的差异是否会影响公众对信息内容的遵从。通过对一项代表性调查(N = 1,089)的结果进行定量和定性分析,研究了语态和方式变化的影响,该调查包括关于自我预测是否遵守健康指导的封闭式问题和关于受访者对信息理解的开放式问题。定量分析结果显示,自我效能信息的陈述性情绪中,义务("应该 "相对于 "必须")和指令的价值处于中等水平,而在传达需要采取行动防止负面结果时,则表现为确定性。定性结果表明,在传播环境和语言特点相同的情况下,信息类型(即自我效能、道德说教、恐惧呼吁)和视觉线索在调节公众接受方面占主导地位。此外,由于采用方式的指令允许说话者将目标对象纳入其中,因此与命令式指令相比,它们似乎能提供更有利的结果。本研究提供了关于方式和情绪对遵守健康指导的影响的经验性见解。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Text & Talk
Text & Talk Multiple-
CiteScore
1.70
自引率
16.70%
发文量
70
期刊介绍: Text & Talk (founded as TEXT in 1981) is an internationally recognized forum for interdisciplinary research in language, discourse, and communication studies, focusing, among other things, on the situational and historical nature of text/talk production; the cognitive and sociocultural processes of language practice/action; and participant-based structures of meaning negotiation and multimodal alignment. Text & Talk encourages critical debates on these and other relevant issues, spanning not only the theoretical and methodological dimensions of discourse but also their practical and socially relevant outcomes.
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