{"title":"Effects of Online Comments on Smokers' Perception of Antismoking Public Service Announcements†","authors":"Rui Shi, Paul Messaris, Joseph N. Cappella","doi":"10.1111/jcc4.12057","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p><i>On YouTube antismoking PSAs are widely viewed and uploaded; they also receive extensive commentary by viewers. This study examined whether such evaluative comments with or without uncivil expressions influence evaluations by subsequent viewers. Results showed PSAs with positive (i.e. antismoking) comments were perceived by smokers as more effective than PSAs with negative (prosmoking) comments. Smokers in the no-comment condition gave the highest perceived effectiveness score to PSAs. Smokers' readiness to quit smoking moderated the effect of comments on PSA evaluation. Smokers reading negative uncivil comments reported more negative attitude toward quitting and a lower level of perceived risk of smoking than those reading negative civil comments but positive civil and positive uncivil comments did not elicit different responses</i>.</p>\n </div>","PeriodicalId":48319,"journal":{"name":"Journal of Computer-Mediated Communication","volume":"19 4","pages":"975-990"},"PeriodicalIF":5.4000,"publicationDate":"2014-01-10","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"https://sci-hub-pdf.com/10.1111/jcc4.12057","citationCount":"105","resultStr":null,"platform":"Semanticscholar","paperid":null,"PeriodicalName":"Journal of Computer-Mediated Communication","FirstCategoryId":"98","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1111/jcc4.12057","RegionNum":1,"RegionCategory":"文学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"COMMUNICATION","Score":null,"Total":0}
引用次数: 105
Abstract
On YouTube antismoking PSAs are widely viewed and uploaded; they also receive extensive commentary by viewers. This study examined whether such evaluative comments with or without uncivil expressions influence evaluations by subsequent viewers. Results showed PSAs with positive (i.e. antismoking) comments were perceived by smokers as more effective than PSAs with negative (prosmoking) comments. Smokers in the no-comment condition gave the highest perceived effectiveness score to PSAs. Smokers' readiness to quit smoking moderated the effect of comments on PSA evaluation. Smokers reading negative uncivil comments reported more negative attitude toward quitting and a lower level of perceived risk of smoking than those reading negative civil comments but positive civil and positive uncivil comments did not elicit different responses.
期刊介绍：
The Journal of Computer-Mediated Communication (JCMC) has been a longstanding contributor to the field of computer-mediated communication research. Since its inception in 1995, it has been a pioneer in web-based, peer-reviewed scholarly publications. JCMC encourages interdisciplinary research, welcoming contributions from various disciplines, such as communication, business, education, political science, sociology, psychology, media studies, and information science. The journal's commitment to open access and high-quality standards has solidified its status as a reputable source for scholars exploring the dynamics of communication in the digital age.
求助内容：
应助结果提醒方式：
京公网安备 11010802042870号
