The Effects of Vaccine Efficacy Information on Vaccination Intentions Through Perceived Response Efficacy and Hope.

Response efficacy information indicating the effectiveness of a recommended behavior in risk reduction is an important component of health communication. For example, many messages regarding COVID-19 vaccines featured numerical vaccine efficacy rates in preventing infections, hospitalizations, and deaths. While the relationship between disease risk perceptions and fear has been well established, we know less about the psychological factors involved in communicating vaccine efficacy information, such as response efficacy perceptions and hope. This study examines the effects of numerical vaccine efficacy information and message framing on vaccination intentions and their relationship to perceived response efficacy and hope, using a fictitious infectious disease similar to COVID-19. Findings suggest that communicating a high efficacy rate of the vaccine in preventing severe illness increased perceived response efficacy, which in turn boosted vaccination intention directly and indirectly through increasing hope. Also, fear about the virus was positively associated with hope about the vaccine. Implications of using response efficacy information and hope appeals in health communication and vaccination promotion are discussed.

Framing Obesity: Effects of Obesity Labeling and Prevalence Statistics on Public Perceptions.

The rising prevalence rate of obesity in the United States has accentuated concerns about obesity-related problems as a major public health issue, which has motivated widespread efforts to increase public knowledge and to motivate individuals to change their relevant behaviors. Although health campaign messages commonly include information about prevalence rates for obesity, the impact of obesity labeling and prevalence rate descriptions in such messages has been overlooked by researchers. This online framing experiment fills the research gap by investigating the effects of obesity labeling (disease vs. body type) and prevalence statistics (prevalence rates of obesity, extreme obesity, combined overweight-obesity, or no prevalence information). Our findings suggest that obesity perceptions deviate from reality and that participants use framed cues in the health message as reference points when making judgments related to the nature and prevalence of obesity. Moreover, this study shows that even accurate information might lead to inaccurate perceptions as a result of framing, and perceptions of the nature and prevalence of obesity mediate the effects of framing on behavioral intentions. Implications for obesity framing and the design of public health messages are discussed.

Public broadcasting, media engagement, and 2-1-1: using mass communication to increase the use of social services.

BACKGROUND: The 2008-2009 subprime mortgage crisis was catastrophic, not only for the global economy but for families across the social spectrum. The resultant economic upheaval threatened the livelihoods, well-being, and health of many citizens, who were often unsure where to turn for help. At this critical juncture, public broadcasting stations worked to connect viewers to support resources through 2-1-1. PURPOSE: This study was designed to evaluate the ability of public broadcasting to increase the use of information and referral services. METHODS: Autoregressive integrated moving average (ARIMA) modeling and regression analysis document the relationship between public broadcasting initiatives and 2-1-1 call volume in 35 highly affected U.S. markets. Time-series data from St. Louis MO were collected and analyzed in 2008. Station-level data from across the nation were collected during 2009-2010 and analyzed in 2010. RESULTS: ARIMA results show a distinct linkage between the timing and duration of Channel 9 in St. Louis MO (KETC) programming and a subsequent (approximately 400%) increase in 2-1-1 calls regarding financial services and assistance. Regression path analysis not only found evidence of this same effect nationally but also showed that differences in the broadcaster's orientation and approach mediated effects. Specifically, stations' orientations toward engagement were mediated through strong outreach strategies to increase 2-1-1 use. CONCLUSIONS: This study documents the ability of public broadcasting to help citizens in need connect with social resources through 2-1-1 services. By focusing attention on the mortgage crisis and its attendant consequences, and by publicizing 2-1-1 services as a gateway to supportive resources, public broadcasters fostered linkages between those in need and social resources. Moreover, the level of a station's commitment to engaging citizens had a strong bearing on the success of its programming initiatives and community partnerships with organizations such as 2-1-1.

Frames and knowledge in mixed media: how activation changes information intake.

Many people consider strategic framing, the journalistic tendency to reduce politics to a game or competition focused on the tactical maneuvers of political actors, to be harmful to democracy because it erodes citizen interest in the democratic process. Our results demonstrate that this is not always the case. Testing the effects of textual strategic frames and video processing in a digital environment, we show that strategic frames may also provide a context that is more conducive to learning in mixed media news environments than that provided by value frames, those focused on the value conflict between principled policy opponents. Further analysis reveals that this effect is most clearly seen among people who read political blogs (i.e., those who are already active and interested in politics). Our data suggest that for individuals with cognitive networks built around ideological concerns, such as blog readers, value-framed messages provide cues to stop encoding new information, while strategically framed messages lead people to continue absorbing and learning in mixed media environments.