Uncertainty,selective exposure,and message efficacy effects during life transitions

Drawing on informational utility, uncertainty management, and self-efficacy models, predictions were developed about how individuals select media messages when faced with the transition from college to postcollege life. Predictions were also made concerning how message exposure influences self-efficacy and behavior. Participants filled out a questionnaire and then browsed a university blog that contained alumni posts about transition success (high-efficacy messages) or failure (low-efficacy messages) in a variety of life domains, including the target domain, romance. Browsing was unobtrusively measured through hyperlink tracking. Results indicate that selective exposure to low-efficacy romance messages was predicted by romance outcome expectancies; romance uncertainty discrepancy had an indirect effect on selective exposure through outcome expectancies and self-efficacy’s impact on outcome expectancies. Thus, outcome expectancies and self-efficacy should be considered when predicting exposure to high- versus low-efficacy messages during a life transition.     

How Parents Communicate Right and Wrong: A Study of Memorable Moral Messages Recalled by Emerging Adults

The family communication process through which emerging adults form their moral outlook is examined through the lenses of Negotiated Morality Theory and Vygotskian Developmental Theory. Analyses were performed on the context, content, and type of 470 memorable messages reported by 303 emerging adults. Results indicated that messages were spontaneously delivered rather than planned, communicated at home, and received at around 16 years of age. Messages most often concerned relational ethics, self-honoring, honesty/fraudulence, careless/harmful acts, and personal qualities. Eleven distinct forms of communication were used by parents, including forecasting the future, empathy-enhancing, virtue-prioritizing, commanding, and identity-making. As expected, the nature of the messages varied by the gender of the parent and the age of the child at the time of the message. Parental messages appear to be influential as young adults negotiate cultural, religious, and peer sources of morality. Implications for parents and moral educators are explored.     

Simple But Powerful Health Messages for Increasing Condom Use in Young Adults

In a large longitudinal study involving young adults, we conducted an eight-hour STD educational intervention and examined the impact of the intervention on the efficacy of a message for promoting condom use. The message was framed in positive or negative terms and was presented visually or in numbers (percentages or frequencies). Results indicated that the numerical positive-framed message increased condom use among young adults who did not receive the intervention, whereas the numerical negative-framed message did not. Attitudes toward condom use along with changes in intentions to use condoms mediated this framing effect. In contrast, the positive-framed and negative-framed messages were equally and highly effective for promoting condom use when the messages were presented visually or when young adults received the STD educational intervention before reading the message, suggesting that the simple brochures featuring visual aids were as effective in changing attitudes and behavioral intentions as the extensive intervention. These findings add to a growing body of evidence detailing the mechanisms that allow well-constructed visual aids to be among the most effective, transparent, memorable, and ethically desirable means of risk communication. Clinical and public health implications are discussed.     

Tornado warning: Understanding the National Weather Service’s communication strategies

This study explores the National Weather Service’s communication through a multi-sited rapid ethnography that extends the fully functioning society theory. National Weather Service field offices do not employ public information officers. Instead, forecasters predict the weather, craft messages, and build relationships with their publics. Scholars have called for public relations research that examines messages, including how crisis communication can help publics cope. Additionally, scholars have noted that all organizations need public relations, even if they do not employ formal public relations personnel. In our study, forecasters emphasized the need to build their publics’ tornado threat awareness and provided strategies to make weather science accessible. Forecasters discussed a variety of message strategies including avoiding fear appeals, humanizing the organization, and visualizing risks. Forecasters also built relationships with active publics through soliciting weather spotters and empowering them to prepare others for severe weather. Overall, findings expand knowledge about how organizations can employ strategic public relations to benefit society, thereby extending fully functioning society theory.     

Developing a multi-level organization-public dialogic communication framework to assess social media-mediated disaster communication and engagement outcomes

Dialogic communication has long been viewed as vital for effective organization-public relations. Yet, it is under-theorized whether and how organizations’ disaster communication messages may embody dialogic communication principles, and how various dialogic features are associated with different public engagement outcomes on social media. Extending the Organization-Public Dialogic Communication (OPDC) framework to the context of social media-mediated disaster communication, we propose a multi-level framework to assess the dialogic capacity of Facebook messages sent by disaster management organizations during a natural disaster. Three levels of dialogic communication characteristics (i.e., message structure-level, topic-level, and linguistic level) are examined using content analysis and Linguistic Inquiry and Word Count (LIWC). Results identified media richness, correcting, and confirming topics as three consistent predictors of public engagement of all types. Meanwhile, there exhibit greater variations regarding how other topical features and linguistic characteristics are related to public’s cognitive, emotional, and behavioral engagement during a disaster.     

Individual Listening Values Moderate the Impact of Verbal Person Centeredness on Helper Evaluations: A Test of the Dual-Process Theory of Supportive Message Outcomes

This study is part of a larger program of research concerned with how people evaluate supportive behavior. Past work conducted in our lab found that helper evaluations of supportive listening vary as a function of specific listener behaviors, but the effects of these behaviors were small in magnitude. In this article, we explore one explanation for these small effects, namely, that the impact of listening behaviors on helper evaluations varies as a function of individual communication values. We draw from the dual-process theory of supportive message outcomes to propose that communication values operate to influence individual processing of supportive behavior. Using data from 383 participants asked to watch and evaluate a five-minute recorded comforting conversation, results provide support for the theory. People who place more value on listening as well as theoretically connected communication skills appear more responsive to the presence (or absence) of person-centered behavior.     

Psychological Type and Public Relations: Theory,Research, and Applications

This research applies psychological type theory (articulated by Jung and developed by Myers) to public relations, especially to matters of persuasion and message effectiveness. It includes an instrument developed to measure characteristics inherent in messages that relate to how persons gather information and make decisions. It reports a preliminary study that supports the hypothesis that a person will prefer a message that exhibits the characteristics of his or her own psychological type, and it offers guidelines for using psychological type theory in the production of public relations messages.     

Using value modeling to evaluate social media messages: The case of Hurricane Irene

Emerging technologies, advances in social media, and new communication platforms have transformed how crisis communicators reach their audiences and partner agencies in a variety of situations. Not only do individuals and organizations communicate differently during a crisis, but they are also perceived very differently; social media platforms and messages add to the challenges involved in maintaining the overall reputation of brands and corporations. To better understand the new messaging system and its effects, the researchers analyzed social media crisis messages and messaging theory through various qualitative and quantitative value modeling techniques and generated a simple baseline model for what constitutes a “good” crisis message. Using data collected during Hurricane Irene, the researchers used this baseline model to rank effective and ineffective messages to determine whether the most followed/forwarded messages fit this model, and to identify a set of new best practices for crisis communicators and reputation management monitors using social media platforms.     

Gender,Generational Status,and Parent–Adolescent Sexual Communication: Implications for Latino/a Adolescent Sexual Behavior

There is little research on how specific parent–adolescent sexual communication topics influence Latino/a youth's sexual behaviors, and how gender and generational status may moderate effects. This study examined effects of three different messages on intercourse and condom use among 1,944 Latino/as from the National Longitudinal Study of Adolescent Health (T1 mean age = 15.46; SD = 1.50). Results indicated discussing health consequences predicted higher odds of intercourse 1 year later across gender and generation groups. Birth control recommendation effects on subsequent intercourse and condom use differed by generational status and gender. Results indicated that message content is important for understanding effects of parent–adolescent sex communication on adolescents' behavior and underscored the need to consider gender and generational status in Latino/a parent–adolescent sexual communication studies.     

Keynote Address: Impact of the Future on College Health

Abstract

Objective: The authors investigated the effect of gain-framed (GF) compared with loss-framed (LF) messages on exercise behaviors in normal weight and among overweight/class I obese. The authors also examined which groups would have significantly improved exercise behaviors over time. Participants: Sixty-four undergraduates were randomized to the 4 groups by message type and weight category from September 2008 to December 2011. Methods: After screening, students received messages and attended an exercise instruction session. Results: There were no significant differences between GF or LF message groups among normal weight or overweight/obese on the primary outcomes at posttest. After receiving the GF messages, the overweight/obese group was the only group to have a significant increase on all 3 primary outcomes: fitness center attendance (p = .038), combined moderate- and vigorous-intensity activity (p = .005), and strength training (p = .037). Conclusions: The exercise behaviors of undergraduate students who are overweight or obese can benefit from GF messages.     

Explaining the Effects of Powerless Language Use on the Evaluative Listening Process: A Theory of Implicit Prototypes

This study examined the effects of forewarning and discounting messages on the evaluational consequences of powerless language use. The specific forewarning message contained information on types of powerless language (including hesitations) and their effects. The general forewarning message excluded mention of hesitations. The discounting message cautioned against making trait attributions based on powerless language behaviors. In Experiment #1, listeners exposed to the specific and general forewarning messages gave lower competence ratings to the lecturer and were less likely to recommend that he be hired as an instructor. The discounting message did not moderate negative evaluations of the lecturer. In Experiment #2, a one week delay was inserted between the forewarning and discounting messages and the oral presentation. No significant differences were found between the activation conditions and the control condition. The results of this study suggest that the theory of implicit prototypes may explain how the evaluative listening process forms impressions of powerless and powerful sources.     

Relationship satisfaction,attachment, and nonverbal accuracy in early marriage

This study explored the relations between nonverbal accuracy, relationship satisfaction, and adult attachment in early marriage. Thirty-three couples were assessed at three points in time across the first two years of marriage. On all three occasions, they engaged in an encoding and decoding task using the standard content paradigm (Kahn, 1970) and completed the Quality Marriage Index (Norton, 1983). At Times 2 and 3 subjects also completed a measure of adult attachment which provided scores on Comfort with closeness and Anxiety over abandonment. Nonverbal accuracy increased over time for all message types and husbands were more accurate than wives at decoding positive messages. Accuracy did not predict later relationship satisfaction, but satisfaction predicted later accuracy, mainly for. husbands. Attachment dimensions also predicted later accuracy, with Anxiety over abandonment being more related to accuracy for husbands, and Comfort with closeness being more related to accuracy for wives. There was evidence of increased communication awareness over time for encoders, particularly in terms of the accuracy with which they predicted their spouses' decoding. In addition, husbands and those high in relationship satisfaction were more likely to expect their partners to decode their communications correctly. With regard to communication awareness for decoders, the main finding was that all groups except wives in unhappy marriages were more confident on correct than incorrect messages.     

The problem of intersectionality as an approach to digital activism: the Women’s March on Washington’s attempt to unite all women

ABSTRACT

This study examined the convergence of activism and intersectionality to understand how communicators create messages about social justice issues using social media. This is particularly relevant for public relations today, as digital activism almost ubiquitously involves bringing together conflicting publics who are active and social media-savvy, meanwhile maintaining an organizational brand/mission. Using the 2017 Women’s March on Washington (WMW) as an object of study, we explored how campaign messages reflected principles of intersectionality, consensus- and dissensus-based communication, and organizational self-reflection. We conducted a thematic analysis of posts from the WMW’s social media accounts as well as media quotes by the organizational leaders to get at the leaders’ intentions in their message design. Data suggested that messages of inclusivity as well as of necessary discord were employed to enact political change for WMW’s publics. We argue that although the WMW was not wholly intersectional, particularly in determining its political agenda, the efforts toward intersectionality are notable for theory-building and reflective practice, particularly for social mediated campaigns. The study proposes a theory for digital intersectional communication to guide future research and advocacy work.     

Information Processing and Situational Theory: A Cognitive Response Analysis

Situational theory provides a conceptual framework for identifying and examining the active and passive information use behaviors of audiences in public relations campaigns. We suggest that the utility of situational theory may be increased by examining several possible dimensions of passive information use, using the cognitive response measurement approach. Data were collected from 85 female consumers at eight experimental sessions across the United States. Results suggest that situational theory and cognitive response approaches may be usefully combined to study a variety of dimensions of attention to messages. Such a combination may also serve to better inform message strategy in communication campaigns by providing a conceptually rigorous approach to conducting message tests.     

Using regulatory fit theory to examine how the communication context of compliance-gaining interactions influences compliance

Compliance-gaining research focuses mainly on how message variations differentially affect compliance; however, few studies have examined how framing the compliance-gaining goal (i.e., promotion/prevention) and providing a means to achieve the goal function concurrently to influence compliance. The current study uses regulatory fit theory to examine how a fit between goals and means of compliance-gaining messages affects compliance. A field experiment was conducted in which subjects were presented with a compliance-gaining request in which goals and means were varied. Results indicated that compliance rates and donation amounts were higher under conditions of fit between the regulatory orientation of goals and means rather than non-fit. Findings are discussed in light of their implications for compliance-gaining research and regulatory fit theory.     

A Case Study of Aston Villa Football Club

This article conceptualizes a Homo Narrans paradigm for public relations by combining symbolic convergence theory (SCT) and situational theory. SCT results in theory-based data for designing message content but not the relevant publics to target messages. Situational theory identifies relevant publics and when messages should be directed to the publics but not the message content. Combined, SCT and situational theory develop a Homo Narrans paradigm that views the exchange of messages between an organization and public as forms of stories. A Homo Narrans paradigm allows researchers and practitioners to advance public relations as an applied social science.     

Intention to comply with crisis messages communicated via social media

The rapid growth of social media challenges crisis communicators to disseminate safety messages to affected audiences quickly and in a manner that promotes maximum compliance. A nationally representative consumer panel responded to food recall messages that varied in source (organizational or user-generated) and reliability (confirmed versus unconfirmed). Results indicated that intent to comply with a food recall message was stronger in response to organizational messages than to user-generated messages, but did not vary according to message reliability. Strong age cohort effects were seen in the responses to message source, with younger participants making less distinction than older cohorts between organizational and user-generated sources. Implications of the results for public relations and crisis communications theory and practice, limitations of the study, and recommendations for future research were discussed.     

Don't End Up in the Fields: Identity Construction among Mexican Adolescent Immigrants,their Parents,and Sociocontextual Processes

This grounded theory study of 16 Mexican immigrant adolescents and 20 of their parents examines how they construct relational identities within their families, at school, with friends, and in the larger society. Results focus on a core identity bind faced by the adolescents: immigration messages from parents that say, “don't be like me” and the societal message, “you're not like us.” Response to this bind was guided by two contrasting sets of identity narratives: Empowering narratives invited an intentional approach to school and life choices. Restricting narratives maintained an ambivalent approach to school and life choices. Resolution of the identity bind was a collective, ongoing process that has implications for Mexican immigrant families and the professionals who work with them.