当最好的意图失败:为什么广告可能不足以对抗伊斯兰恐惧症

IF 4.2 Q2 BUSINESS
Eric Van Steenburg
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引用次数: 1

摘要

越来越多的针对穆斯林的犯罪是美国穆斯林成为攻击目标的证据,而政治和媒体的言论助长了伊斯兰恐惧症的兴起。作为回应,美国-伊斯兰关系委员会发起了一场广告活动,以重新构建话语。本研究以恐怖管理理论为基础,利用顺序混合方法来评估和分析广告,将政治修辞的概念、基于媒体的修辞的话语分析和与种族主义相关的共谋理论结合在一起,以理解伊斯兰教的当代政治框架。一项定量研究确定了一个人的宗教原教旨主义对观众对广告的态度有影响。随后,根据斯特恩的广告批评方法,对广告进行了定性分析。三角分析结果显示,这些广告强化了将穆斯林框定为“他者”的文化世界观,这可能会巩固对美国穆斯林的现有态度。对未来的广告努力提出了建议,以重新组织讨论。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
When Best Intentions Fail: Why Ads May Fall Short in Combating Islamophobia
Abstract Increasing crimes against Muslims are evidence that Muslim Americans are being targeted, while political and media rhetoric has aided the rise of Islamophobia. In response, the Council on American-Islamic Relations initiated an advertising campaign to reframe the discourse. Relying on terror management theory as a foundation, this research leverages a sequential mixed-method approach to evaluate and analyze the ads, bringing together concepts of rhetorical articulation of politics, discourse analysis of media-based rhetoric, and complicity theory related to racism to understand contemporary political framing of Islam. A quantitative study determined one’s religious fundamentalism had an effect on the viewer’s attitude toward the ads. This was followed by a qualitative analysis of the ads based on Stern’s approach to advertisement critique. Triangulated results show that the ads reinforce cultural worldviews that frame Muslims as “other” that could entrench existing attitudes toward Muslim Americans. Suggestions are made for future advertising efforts to reframe the discussion.
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来源期刊
CiteScore
5.80
自引率
32.40%
发文量
17
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