这是真实的:有争议的媒体话语和英国糖税

IF 3.1 Q1 COMMUNICATION
E. Daniel, Terry O’Sullivan, F. Harris
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引用次数: 0

摘要

目的卫生政策往往要求个人限制被认为令人愉快的行为,否则就要承受其他负担。这导致了大众媒体经常播放大量有争议的话语。本研究的目的是确定这种有争议的媒体话语对观众对目标行为的感知态度变化的影响。设计/方法/方法结合话语分析和营销心理学阐述模型的概念,作者进行了一项在线调查,在调查中,大量公众样本(N = 855)观看了关于英国糖税的日间新闻辩论的部分内容。然后,作者评估了这种话语对税收的感知理解和对含糖饮料消费的感知态度变化的影响。参与者区分了与事实和论点相关的部分(称为与论点相关的话语工具)和与辩论的形式和语气相关的部分(称为与辩论/说话者相关的话语工具)。与预期相反,与辩论/说话者相关的话语装置,可能被认为是主观的,似乎通过涉及感知到的理解改善的认知加工路线影响积极的感知态度改变。与争论相关的话语手段,可能看起来客观或理性,与感知到的理解提高无关,但与感知到的积极态度改变直接相关。原创性/价值鉴于作者对话语与感知态度变化之间的关系感兴趣,作者采取了新颖的步骤,将话语分析中的概念与来自营销心理学领域的态度变化模型联系起来。此外,作者的大规模调查使话语分析“民主化”,允许非专业参与者反思话语。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
It’s the REAL thing: contested media discourse and the UK Sugar Tax
PurposeHealth policies often require individuals to limit behaviours deemed enjoyable or suffer other burdens. This leads to considerable and contested discourse often played out in the popular media. The aim of this study is to determine the effects of such contested media discourse on viewers' perceived attitude change towards the target behaviour.Design/methodology/approachCombining concepts from discourse analysis and marketing-psychology elaboration models, the authors undertook an online survey in which a large sample of the public (N = 855) watched parts of a real daytime news debate on the UK Sugar Tax. The authors then evaluated the effects of this discourse on the perceived understanding of the tax and perceived attitude change to the consumption of sugary drinks.FindingsParticipants differentiated between parts of the discourse related to facts and arguments (termed argument-related discourse devices) and parts related to the format and tone of the debate (termed debate-/speaker-related discourse devices). Contrary to what might be expected, debate-/speaker-related discourse devices, which might be thought of as subjective, appeared to effect positive perceived attitude change through a cognitive processing route that involved perceived improved understanding. The argument-related discourse devices, which may appear objective or rational, were not associated with perceived improved understanding but were directly associated with positive perceived attitude change.Originality/valueGiven the authors' interest in the relationship between discourse and perceived attitude change, the authors take the novel step of linking concepts from discourse analysis with models of attitude change taken from the marketing-psychology domain. Furthermore, the authors' large-scale survey “democratises” discourse analysis, allowing non-expert participants to reflect upon discourse.
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来源期刊
CiteScore
5.40
自引率
6.50%
发文量
29
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