疫情宣传标语对公众劝导效果的影响研究--基于社交短视频视角

A Study on the Influence of Epidemic Propaganda Slogans on Public Persuasion:from the Perspective of Social Short Video

本文从社交媒体视角对新冠肺炎疫情宣传标语和公众劝导效果进行深入分析研究,依据框架效应理论和叙事传输理论构建宣传标语对公众劝导影响的研究模型,通过情景问卷调研进行数据收集,并对研究假设进行检验。结果表明:相较于避害型宣传标语,趋利型宣传标语更能影响公众叙事加工和公众劝导;叙事加工正向影响公众劝导;叙事加工在宣传标语与公众劝导之间存在中介作用;公众风险感知在宣传标语与公众劝导之间存在调节作用。在此基础上,提出了在疫情防控中宣传标语建构策略。本研究对进一步完善疫情宣传标语架构和公众劝导具有重要的现实意义。

In this study,the effect of publicity slogans and public persuasion on the COVID-19 epidemic was analyzed and studied from the perspective of social media.A research model of the influence of publicity slogans on public persuasion was built based on the faming efect thcory and narrative transmission thcory.Data were collcted through a situational qucstionnaire survey,and the research hypothesis was tested.The results showed that compared with the harm-avoidance slogans,the profit-oriented slogans had more influence on the public narrative processing and public persuasion.Narrative processing positively influences public persuasion;Narrative processing plays an intermediary role between propaganda slogans and public persuasion.Public risk perception has a moderating effect between propaganda slogans and public persuasion.On this basis,the strategies of slogan construction in epidemic prevention and control are put forward.The study is of great practical significance to further improve the slogan strucure and public persuasion of the epidemic.