When Visual Communication Backfires: Reactance to Three Aspects of Imagery

IF 4.9 1区文学 Q1 COMMUNICATION

Communication Research Pub Date : 2025-01-09 DOI:10.1177/00936502241306707

Fabienne Bünzli, James Price Dillard, Yuwei Li, Martin J. Eppler

引用次数: 0

Abstract

Although many persuasive messages include imagery, relatively little is known about the potential for the visual components to induce reactance. This research examined the effects of three message variations—camera angle (low vs. eye-level), antithesis (vs. thesis) (i.e., the juxtaposition of contrasting images), and facial expression of emotion (anger vs. happiness)—on reactance and subsequent persuasion. Two experiments ( N = 240 and N = 259) using pro-environmental appeals found that variation in each of the visual features was associated with increased perception of threat to freedom, reactance and decreased persuasion. Political conservatives felt more threatened by any message than liberals, but were not differentially sensitive to image variations. This research opens the door for a programmatic analysis of imagery and reactance.

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当视觉传达适得其反：对图像三个方面的抗拒

虽然许多有说服力的信息包括图像，但相对而言，人们对视觉成分诱发抗拒的潜力知之甚少。这项研究考察了三种信息变化——相机角度（低与眼平）、对立（与正）（即对比鲜明的图像并置）和情绪的面部表情（愤怒与快乐）——对抗拒和随后的说服的影响。两个实验（N = 240和N = 259）使用支持环境的呼吁发现，每一种视觉特征的变化都与自由威胁的感知增加、抗拒和说服力下降有关。与自由主义者相比，政治保守派对任何信息都感到更大的威胁，但对形象变化的敏感程度并没有什么不同。这项研究为对意象和抗拒的程序化分析打开了大门。

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

Communication Research COMMUNICATION-

CiteScore

17.10

自引率

0.00%

发文量

期刊介绍： Empirical research in communication began in the 20th century, and there are more researchers pursuing answers to communication questions today than at any other time. The editorial goal of Communication Research is to offer a special opportunity for reflection and change in the new millennium. To qualify for publication, research should, first, be explicitly tied to some form of communication; second, be theoretically driven with results that inform theory; third, use the most rigorous empirical methods; and fourth, be directly linked to the most important problems and issues facing humankind. Critieria do not privilege any particular context; indeed, we believe that the key problems facing humankind occur in close relationships, groups, organiations, and cultures.