Work

Source does matter: Contextual effects on online media-embedded health campaigns against childhood obesity

Year: 2016

Type: article

Abstract: Provocative messages targeting childhood obesity are a central means to increase problem awareness. But what happens when different online media platforms take up the campaign, comment, re-contextualize, and evaluate it? Relating to preliminary findings of persuasion research, we postulate that source credibility perceptions vary across types of online media platforms and contextualization of the message. Individual characteristics, in particular weight-related factors, are assumed to influence message effects. A 3 (media type: blog, online news, Facebook ) × 2 (reinforcement versus impairment context) experimental design with students (N = 749) aged between 13 and 18 years was conducted. Results show an interaction between media type and argumentation for affective self-perceptions of weight. Self-relevance varies based on different source credibility perceptions. Overall, campaign re-contextualization of provocative messages may result in negative persuasion effects and needs to be considered in campaign development.

Source: Computers in Human Behavior

DOI: 10.1016/j.chb.2016.02.067

Authors: Tino G.K. Meitz, Alexander Ort, Anja Kalch, Stephan Zipfel, Guido Zurstiege

Institutions: University of Freiburg, University of Augsburg, Universitätsklinikum Tübingen, University of Tübingen

Language: English

Topic: Media Influence and Health

Subfield: Literature and Literary Theory

Field: Arts and Humanities

Domain: Social Sciences

SDG: Good health and well-being

Open Access status: hybrid

Estimated APC paid: $3,780