Michigan State University, USA.
Health Educ Res. 2010 Dec;25(6):1085-99. doi: 10.1093/her/cyq063. Epub 2010 Oct 5.
Focusing on several message features that are prominent in antismoking campaign literature, this content-analytic study examines 934 antismoking video clips on YouTube for the following characteristics: message sensation value (MSV) and three types of message appeal (threat, social and humor). These four characteristics are then linked to YouTube's interactive audience response mechanisms (number of viewers, viewer ratings and number of comments) to capture message reach, viewer preference and viewer engagement. The findings suggest the following: (i) antismoking messages are prevalent on YouTube, (ii) MSV levels of online antismoking videos are relatively low compared with MSV levels of televised antismoking messages, (iii) threat appeals are the videos' predominant message strategy and (iv) message characteristics are related to viewer reach and viewer preference.
本内容分析研究聚焦于反吸烟运动文献中几个突出的信息特征，考察了 YouTube 上的 934 个反吸烟视频片段，分析了以下特征：信息刺激值（MSV）和三种信息诉求（威胁、社会和幽默）。然后，将这四个特征与 YouTube 的互动观众响应机制（观众数量、观众评分和评论数量）联系起来，以捕捉信息传播、观众偏好和观众参与度。研究结果表明：（i）YouTube 上有大量的反吸烟信息；（ii）与电视反吸烟信息的 MSV 水平相比，在线反吸烟视频的 MSV 水平相对较低；（iii）威胁诉求是视频的主要信息策略；（iv）信息特征与观众覆盖面和观众偏好有关。
