Social Media vs. Mass Media: Mitigating the Suspicion of Ulterior Motives in Public Health Communication

Reconsidering the Effectiveness of Fear Appeals: An Experimental Study of Interactive Fear Messaging to Promote Positive Actions on Climate Change

Masspersonal communication has emerged as a compelling alternative persuasive approach in response to the widespread use of social media. It is crucial to comprehend how observing online interpersonal interactions regarding the fear appeal of climate change can foster pro-environmental behaviors among users. This study examines the effects of vicarious message interactivity in promoting actions against climate change and the underlying mechanisms behind this effect. The results of an online experiment conducted in China (N = 236) revealed that psychological reactance and message elaboration mediated the effects of vicarious message interactivity on behavioral intention in a serial indirect effect. In comparison to static fear appeal, interactive fear appeal proves effective in reducing psychological reactance, promoting message elaboration, and ultimately increasing intention to take actions against climate change. Our findings not only contribute to the literature on interactive communication but also provide insights for environmental-health campaigns on social media.

The Role of Human Voice in Direct-To-Consumer Health Communication

Despite overall positive perceptions, many customers distrust direct-to-consumer genetic testing companies in regard to privacy and aftercare. Prior research suggests companies can assuage mistrust by personalizing communication when discussing sensitive health information. This content analysis of customer e-mails (N = 338) investigates the purpose, personalization, and use of the human voice strategy by direct-to-consumer genetic testing companies to gain trust. Results reveal that companies rarely use human voice when communicating with customers, most of the information provided is promotional, and they invite dialogue less over time. Theoretical and practical implications are provided.

Developing messages to encourage healthy, sustainable dietary substitutions: A qualitative study with US emerging adults

Prior research shows that adopting simple dietary substitutions (e.g., replacing beef with poultry or plant-based entrees) can improve dietary quality and reduce the negative environmental consequences of food production, but little is known about how to encourage people to adopt these substitutions. This study aimed to examine reactions to messages encouraging healthy, sustainable dietary substitutions among emerging adults ages 18-25. We conducted four online focus groups with a diverse sample of US emerging adults (n = 28; 61% female). Focus groups explored emerging adults' reactions to messages encouraging them to adopt three target dietary substitutions: replacing beef and pork with poultry and plant-based entrees; replacing juice with whole fruit; and replacing dairy milk with non-dairy milk. We transcribed discussions verbatim and adopted a thematic approach to analyzing the transcripts. Results showed that participants perceived messages to be most effective at encouraging the target dietary substitutions when the messages: encouraged specific, achievable dietary changes; linked these dietary changes to clear consequences; included personally relevant content; included statistics; were succinct; and used a positive tone. Across the target dietary substitutions, two message topics (small changes, big benefits, which emphasized how small dietary changes can have large positive health and environmental impacts, and warning, which discussed the negative health and environmental impacts of dietary choices) were generally perceived to be most effective. A few participants expressed doubt that the target dietary substitutions would have meaningful environmental impacts. Results suggest that campaign messages to encourage healthy, sustainable dietary substitutions may be more effective if the messages make the target dietary substitutions seem achievable and use statistics to clearly describe the positive impacts of making these changes.

Unpacking the Land and Socio-Economic Effects of the COVID-19 Pandemic in Rural Kenya

Following its outbreak in late 2019, the Coronavirus disease (COVID-19) has been reported to have had devastating human health, health systems, and socioeconomic impacts across the globe. Countries in the Global South are known to have been hit harder given the low level of resilience to crises amid high levels of poverty and limited social protection programmes. This includes countries in sub-Saharan Africa (SSA). Most of the existing studies on the COVID-19 pandemic in SSA, however, have focused on the puzzling nature of the considerably low rate at which the virus spread over the continent, the low level of hospitalisation, and the corresponding low morbidity rate. As such, little focus has been given to the social and economic effects of the pandemic in the local communities. Carried out in two rural communities in Kenya—Kilifi and Murang’a—the present study adopts a case study approach for an in-depth, real-life context and explores the socioeconomic (including land-related) effects of the COVID-19 pandemic on the vulnerable rural population and the social group of smallholder farmers. Outcomes of the study show that the local effects of the pandemic are context specific. The findings demonstrate that the pandemic has had far-reaching impact on access to and control over land for some households in the rural communities. It was also accompanied with other negative social and economic effects, including a notable rise in teenage pregnancy, intra-household conflicts, job losses, and businesses closures. Positively, it is also claimed to have contributed to food and nutrition security in some rural regions, following increased availability of nutritious food that could have, otherwise, been sold.