Message Testing of Three Ethical Approaches to Health Promotion: Paternalism, Liberalism, and Empowerment

Thomas Britten Hove,백혜진 한국광고홍보학회 2015 한국광고홍보학보 Vol.17 No.1

This paper examines audience assessments of public service announcement (PSA)messages that exemplify three ethical approaches to health promotion: paternalism,liberalism, and empowerment. An exploratory message evaluation study using anantismoking PSA was conducted online among 384 South Korean adults and analyzedto pursue three objectives: first, to determine how people evaluated each message’seffectiveness; second, to determine how people evaluated each message’s ethicality;third, to determine whether the three message types interact with individualdifferences in smoking status, paternalism, and self-efficacy. Repeated-measuresAnalysis of Variance (ANOVA) indicated that audiences rated the liberal messagehighest in both effectiveness and ethicality. However, no interaction effects werefound. Implications are discussed regarding health message design and the publicperception of health promotion. It is suggested that health promoters might securepublic approval of their communication efforts as long as they provide neutrallyinformative messages that avoid directing people to take specific actions.

Public Relations Ethics in the Age of New Media A Critique of Three Paradigms

Thomas Britten Hove 한국광고홍보학회 2013 한국광고홍보학보 Vol.15 No.4

Now that new and social media play increasingly important roles in public relations, public relations ethicists face the challenge of how to apply traditional ethical paradigms to the constantly changing circumstances created by new media. To reassess several of the basic tenets of public relations ethics, this paper critiques three influential paradigms-the advocacy ethic, the civil dialogue ethic, and virtue ethics. The critique focuses on the following topics: (a) the central goal that each paradigm recommends for public relations practice, specifically practices intended to influence audience beliefs and actions; (b) the communication techniques each paradigm recommends for realizing that goal; (c) the justification for elevating that goal above rival goals; (d) the advantages and disadvantages of each paradigm; and (e) the extent to which new media pose new challenges to each paradigm. The contribution of this analysis is to specify which lines of ethical thought are not directly affected by the emergence of new media, and which ones need further development.

Message Testing of Three Ethical Approaches to Health Promotion

Thomas Hove(토마스 호비),Hye-Jin Paek(백혜진) 한국광고홍보학회 2015 한국광고홍보학보 Vol.17 No.1

본 연구는 헬스 프로모션에서의 세 가지 설득 윤리 접근 방법으로 가부장주의, 자유주의, 권한부여를 포함한 메시지를 수용자가 어떻게 평가하는지 알아보고자 하였다. 구체적으로, 각 윤리적 접근의 메시지에 대한 메시지 효과성과 윤리성을 어떻게 지각하는지 살펴보고, 이러한 세 가지 윤리적 접근의 메시지가 개인의 흡연 여부, 가부장적 성향, 자기 효능과 상호작용 효과가 있는지를 살펴보고자 하였다. 전국 384 명의 성인남녀를 대상으로 메시지 평가를 위해 온라인 서베이를 수행하였다. 반복측정 분산분석 결과, 응답자들은 가장 높은 점수를 주었다. 그러나, 이 세가지 메시지 유형과 각각의 개인의 흡연 여부, 가부장적 성향, 자기 효능 성향간의 상호작용 효과는 통계적으로 유의미하지 않았다. 이러한 연구결과를 바탕으로 윤리적 설득에 입각하여 헬스메시지 전략 등에 대한 함의를 논의하였다. 특히, 헬스 프로모션의 기획자는 그들이 사람들에게 특정 행동을 취하도록 지시하는 것을 지양하고 중립적인 정보 제공형 메시지를 제공하는 한 대중에 대한 그들의 윤리적 평판을 유지 혹은 개선할 수 있을 것으로 보인다. This paper examines audience assessments of public service announcement (PSA) messages that exemplify three ethical approaches to health promotion: paternalism, liberalism, and empowerment. An exploratory message evaluation study using an antismoking PSA was conducted online among 384 South Korean adults and analyzed to pursue three objectives: first, to determine how people evaluated each message’s effectiveness; second, to determine how people evaluated each message’s ethicality; third, to determine whether the three message types interact with individual differences in smoking status, paternalism, and self-efficacy. Repeated-measures Analysis of Variance (ANOVA) indicated that audiences rated the liberal message highest in both effectiveness and ethicality. However, no interaction effects were found. Implications are discussed regarding health message design and the public perception of health promotion. It is suggested that health promoters might secure public approval of their communication efforts as long as they provide neutrally informative messages that avoid directing people to take specific actions.

뉴미디어 시대의 홍보 윤리 세 가지 패러다임의 비판적 고찰

토마스호비(Thomas Hove) 한국광고홍보학회 2013 한국광고홍보학보 Vol.15 No.4

소셜 미디어를 비롯한 뉴미디어는 홍보 분야에서 점차 중요한 역할을 하고 있다. 홍보 윤리학자들은 전통미디어에 적용되어온 윤리 패러다임이 뉴미디어로 인해 변화하는 홍보 환경에 어떻게 적용될 수 있는지를 고민해야 한다. 이러한 홍보 윤리의 기본적인 전제를 제고하는 노력의 일환으로 본 연구는 홍보윤리에서 영향력 있는 세 가지 패러다임을 비판적으로 고찰한다. 이 세 가지 패러다임은 옹호 윤리(the advocacy ethic), 시민 대화 윤리(the civil dialogue ethic), 덕 윤리(virtue ethics)다. 특히 본 연구는 다음과 같은 연구문제를 중심으로 세 가지 패러다임을 비교 고찰한다. (1) 홍보 실무, 특히 대중의 신념과 행동에 영향을 미치는 설득적 홍보에 있어 각 패러다임이 어떠한 핵심 목표를 가지는가? (2) 그 핵심목표를 실현하기 위해 어떤 커뮤니케이션 기술을 권고하는가? (3) 그 핵심 목표를 다른 여러 가지 목표에 우선해야 하는 정당성은 어디에서 찾는가? (4) 세패러다임의 장점과 단점은 무엇인가? 그리고 (5) 각 패러다임은 실무자들이 어떻게 뉴미디어를 사용하여 대중에게 영향을 미치도록 권고하는가? 본 연구는 이러한 성찰을 통해 뉴미디어상의 홍보 실무에 있어 어떤 윤리적 패러다임이 적용되어야 하고 어떤 측면이 재고 혹은 개발되어야 하는지에 대한 논의에 기여하고자 한다. Now that new and social media play increasingly important roles in public relations, public relations ethicists face the challenge of how to apply traditional ethical paradigms to the constantly changing circumstances created by new media. To reassess several of the basic tenets of public relations ethics, this paper critiques three influential paradigms-the advocacy ethic, the civil dialogue ethic, and virtue ethics. The critique focuses on the following topics: (a) the central goal that each paradigm recommends for public relations practice, specifically practices intended to influence audience beliefs and actions; (b) the communication techniques each paradigm recommends for realizing that goal; (c) the justification for elevating that goal above rival goals; (d) the advantages and disadvantages of each paradigm; and (e) the extent to which new media pose new challenges to each paradigm. The contribution of this analysis is to specify which lines of ethical thought are not directly affected by the emergence of new media, and which ones need further development.

위험 제시 형식과 공포 메시지가 위험 인식에 미치는 효과 연구

토마스호비 ( Thomas Hove ),백혜진 ( Hye Jin Paek ) 한국PR학회 2015 PR연구 Vol.19 No.1

This study tests how media messages that have different risk presentation formats and include fear independently and jointly affect people’s risk perceptions. An online experiment was conducted nationwide among South Korean adults regarding three major health risk topics: carcinogenic hazards, H1N1, and mad cow disease. The risk presentation formats used were numeric and verbal presentation of risk information. Fear was manipulated through the presence versus absence of laypeople’s expressions of fear in the message stimuli. Analysis of Covariance (ANCOVA) results among 914 samples indicate that the message conditions with fear and with verbal risk presentation format respectively tend to have a higher level of risk perceptions than those without fear and with numeric risk presentation format. Some interaction effects were found such that the message condition with fear and verbal risk presentation format generated the highest level of risk perception in the context of mad cow disease. Practical implications are discussed regarding media strategies in various risk circumstances.

Persuasion Knowledge and the Effectiveness of Media Advocacy in Debunking Korean Tobacco Company Corporate Social Responsibility Programs

백혜진,Thomas Britten Hove 한국언론학회 2020 Asian Communication Research Vol.17 No.1

Guided by the Persuasion Knowledge Model, which focuses on people’s awareness of attempts to persuade them, this study assesses the effectiveness of a media advocacy strategy for debunking the motives attributed to tobacco company corporate social responsibility programs (TCCSR). It does so by examining, first, the extent to which news frames influence perceptions of TCCSR and, second, the mechanisms through which they do so. In South Korea, where the smoking rate is high, experiment data were collected from college students, a demographic heavily targeted by TCCSR. Results show the following: First, a news story framing a TCCSR program as self-serving generated more negative attitudes toward the tobacco company and higher perceptions that its CSR program had an inappropriate persuasive intent than a story framing the program as prosocial. Second, perceptions of prosocial motive TCCSR were negatively related to persuasion knowledge, and perceptions of self-serving motive TCCSR were positively related to persuasion knowledge. Third, persuasion knowledge had a negative impact on attitude toward smoking as a general behavior (ATTs) by way of attitude toward the tobacco company (ATTtc). Last, perceptions of CSR motives had significant indirect effects on ATTtc and ATTs. Theoretical and practical implications for countering tobacco marketing messages are discussed.

The Impact of Cultural Characteristics and Message Appeals on Attitudes toward Anti-Secondhand Smoke PSAs : Cross-Cultural Comparison

백혜진,이혜규,Thomas Britten Hove 한국광고PR실학회 2016 광고PR실학연구 Vol.9 No.3

This online evaluation study of anti-secondhand smoke messages investigated two related questions. First, to what extent do different message appeals ― norm versus threat ― have differential impacts on people from a predominantly individualistic culture compared to people from a predominantly collectivistic culture? Second, how do country-level and individual-level cultural orientations interact to affect attitudinal outcomes? Using a 2 (Culture: Individualism vs. Collectivism) × 3 (Message Appeals: Descriptive Norm vs. Injunctive Norm vs. Threat) between-subjects design, the study was conducted online among nonsmoking college students in the U.S. and South Korea. Message appeals were tested in ads that oppose secondhand smoke, a prominent health issue in both countries. There are two major findings. First, regardless of culture, norm appeals ― particularly injunctive but not descriptive norm appeals ― are more effective than threat appeals on behavioral intention. Second, people in an individualistic culture responded more favorably to threat appeals than those in a collectivistic culture, while no clear evidence was found on preference for norm appeals among people in a collectivistic culture. Regression analysis produced no evidence that individual-level cultural orientations of individualism or collectivism would affect the interactive relationship between country-level culture and message appeals for attitude toward ad or behavioral intention.

디지털 미디어가 위험정보 공유 의도에 미치는 영향과 기제

백혜진,오현정,( Thomas Hove ) 한국PR학회 2022 한국PR학회 학술대회 Vol.2022 No.11

The Impact of Cultural Characteristics and Message Appeals on Attitudes toward Anti-Secondhand Smoke PSAs : Cross-Cultural Comparison

Hye-Jin Paek,Hyegyu Lee,Thomas Hove 한국광고PR실학회 2016 광고PR실학연구 Vol.9 No.3

This online evaluation study of anti-secondhand smoke messages investigated two related questions. First, to what extent do different message appeals ― norm versus threat ― have differential impacts on people from a predominantly individualistic culture compared to people from a predominantly collectivistic culture? Second, how do country-level and individual-level cultural orientations interact to affect attitudinal outcomes? Using a 2 (Culture: Individualism vs. Collectivism) × 3 (Message Appeals: Descriptive Norm vs. Injunctive Norm vs. Threat) between-subjects design, the study was conducted online among nonsmoking college students in the U.S. and South Korea. Message appeals were tested in ads that oppose secondhand smoke, a prominent health issue in both countries. There are two major findings. First, regardless of culture, norm appeals ― particularly injunctive but not descriptive norm appeals ― are more effective than threat appeals on behavioral intention. Second, people in an individualistic culture responded more favorably to threat appeals than those in a collectivistic culture, while no clear evidence was found on preference for norm appeals among people in a collectivistic culture. Regression analysis produced no evidence that individual-level cultural orientations of individualism or collectivism would affect the interactive relationship between country-level culture and message appeals for attitude toward ad or behavioral intention.

설득 윤리 스키마와 공중 유형이 금연 메시지의 설득 효과에 미치는 영향 : 조절된 조절 모형의 검증

백혜진 ( Hye-jin Paek ),토마스호비 ( Thomas Hove ) 한국PR학회 2018 PR연구 Vol.22 No.1

This study uses a moderated moderation model to examine how the persuasion ethics schema (PES) influences the persuasive effects of antismoking messages. Specifically, it examines how PES level, in conjunction with audience type (smoker vs. non-smoker), influences the persuasive effects of two antismoking message appeals (self-harm vs. other-harm). Message appeal was manipulated in an online experiment with 777 smoking and nonsmoking adult participants. Results of the moderated moderation model using the PROCESS macro for SPSS were as follows. (1) When PES is high, attitudes toward the antismoking ad (Aad) are less favorable. (2) Compared to nonsmokers, smokers had a lower level of Aad and behavioral intention (BI). (3) Among nonsmokers with average or above average PES, other-harm message had a more positive effect on Aad than did self-harm message. (4) Among smokers with above average PES, other-harm message had a more negative effect on BI than did self-harm message. Theoretical, methodological, and practical contributions are discussed.