Navigation Links
Online comments can undermine anti-smoking PSAs
Date:1/22/2014

Commentary accompanying anti-smoking public service announcements (PSAs) in online forums like YouTube has an impact on the PSA's overall effectiveness. Both negative and positive comments accompanying PSAs degrade the persuasiveness of the videos.

According to researchers from the University of Pennsylvania's Annenberg School for Communication, viewer commentary on PSAs have become an integral part of a PSA's overall message.

"One thing is very clear: It is no longer possible to consider the influence of news or other messages in the public information environment apart from the comments which follow them," write Rui Shi, a doctoral candidate at Annenberg, and Profs. Paul Messaris and Joseph N. Cappella. Their research is covered in their article "Effects of Online Comments on Smokers' Perception of Antismoking Public Service Announcements," appearing in the Journal of Computer Mediated-Communication, a publication of the International Communication Association.

Shi, Messaris, and Cappella worked with a group of nearly 600 adult regular smokers. Participants completed an online survey where they were told they were testing a new website where people can share health related video clips and PSAs. Everyone was shown and asked to respond to an equal number of anti-smoking PSAs. Each PSA had a carefully balanced mix of comments that were:

  • Positive and civil
  • Positive and uncivil
  • Negative and civil
  • Negative and uncivil
  • Mixed positive and negative comments
  • No comments, just PSAs

The results showed the PSAs with no commentary were rated the most effective overall. Any form of commentary positive, negative and mixed -- made the PSA less persuasive.

"The most surprising finding from the study is that positive comments failed to improve PSA evaluation over the no-comment exposure to ads," the team writes. They theorize that the pure existence of comments reduces the effects of the PSA in part because comments distracted the audience from the PSA's message. Those who watched the PSAs without any commentary had better recall of the PSA's content than those who read comments. "The detrimental effect of comments [] seems to suggest anti-smoking PSAs would be better off without comments, especially if the PSAs are strong or if the target audience is somewhat ready to quit smoking," they write. The power of audience participation via social media is clearly a double-edge sword. They note that a concerted effort to understand the influence of online commentary and social media is necessary to understand the way emerging media affect the public for good and for ill.


'/>"/>

Contact: Joseph J. Diorio
jdiorio@asc.upenn.edu
215-746-1798
University of Pennsylvania Annenberg School for Communication
Source:Eurekalert

Related medicine news :

1. New online portal, app provide information on tsunami zones in the Northwest
2. Being Ignored Feels Just as Bad Online
3. Online Tool Could Diagnose Autism Quickly, Developers Say
4. Online Dating Scams Can Take Emotional, Financial Toll
5. Annals of Internal Medicine tip sheet for May 8, 2012, online issue
6. Data release from the Allen Institute for Brain Science expands online atlas offerings
7. Vendors in Nevada, Michigan, & Illinois to be Featured on the PartyPOP.com Online Network
8. Annals of Internal Medicine tip sheet for June 19, 2012, online issue
9. Online weight loss programs that feature successful dieters may help
10. DotComSecrets’ Russell Brunson Is Revealing Online Money Making Secrets in Free Webinars for Students
11. DermaShoppe.com Celebrates Its Second Successful Year in Online Skin Care
Post Your Comments:
*Name:
*Comment:
*Email:
(Date:10/12/2017)... ... 2017 , ... The company has developed a suite of ... authorities worldwide. From Children’s to Adults 50+, every formula has been developed by ... , These products are also: Gluten Free, Non-GMO, Vegan, Soy Free, Non-Dairy*, Preservative ...
(Date:10/12/2017)... ... October 12, 2017 , ... Asante, a nationally ... care, have expanded their existing home health joint venture through an agreement, effective ... operating a joint venture home health company with Asante, delivering clinically integrated care, ...
(Date:10/12/2017)... ... 12, 2017 , ... HMP , a leader in healthcare events and ... Eddie Digital Award for ‘Best B-to-B Healthcare Website.’ Winners were announced during the Eddie ... annual award competition recognizes editorial and design excellence across a range of sectors. This ...
(Date:10/12/2017)... ... October 12, 2017 , ... Women-owned ... Michigan’s 2017 Best and Brightest in Wellness® by Best and Brightest. OnSite Wellness ... on Friday, Oct. 20 from 7:30 a.m. to 2 p.m. at the Henry ...
(Date:10/12/2017)... ... October 12, 2017 , ... ... in wound care advancements to physician colleagues, skilled nursing facility medical directors and ... the Treacherous Waters of Wound Care." , "At many of these conferences we ...
Breaking Medicine News(10 mins):
(Date:10/12/2017)... 12, 2017   Divoti USA will engrave ... the standard of the latest FDA requirements, which stipulates new criteria ... Anyone in need of Medical ID jewelry such as Medical ID ... are engraved in terms of the new FDA requirements . ... Divoti offers this dark mark ...
(Date:10/11/2017)... -- Hill-Rom Holdings, Inc. ("Hill-Rom") (NYSE: HRC), today provided an ... Puerto Rico , where the company ... Following a comprehensive onsite assessment, ... damage, temporary loss of power and minimal water damage ... operations have resumed, and the company expects to return ...
(Date:10/4/2017)... Korea , Oct. 4, 2017  South Korean-based ... next-generation CPR training aide "cprCUBE" on Kickstarter. The device ... compression during cardiac arrests with better efficiency compared to ... also offers real-time feedback on efficacy of the compression ... crowdfunding campaign has a goal to raise $5,000. ...
Breaking Medicine Technology: