KU Leuven, Institute for Media Studies, Belgium.
Am J Alzheimers Dis Other Demen. 2012 Sep;27(6):388-96. doi: 10.1177/1533317512454707. Epub 2012 Aug 7.
Starting point of this study was the assumption that Alzheimer's disease is made worse for the person who has the disease by the negative regard in which the illness is held by society. The aim was to test by means of a campaign advertisement whether more nuanced counterframes could have an impact while remaining credible and comprehensible to the public. A sample of thousand people living in Belgium evaluated the campaign in an experimental design. This revealed that all the versions tested achieved a high average evaluation. The ad in which the heading referred to the fear of death and degeneration was judged to be most attention-grabbing, easier to understand, and more credible than the alternative heading with the idea that someone with Alzheimer's could still enjoy playing cards. Together, these findings provided a basis for the use of counterframes to generating a more nuanced image of Alzheimer's disease.
本研究的出发点是这样一种假设，即社会对阿尔茨海默病的负面看法会使患者的病情恶化。目的是通过一则宣传广告来检验，更细致入微的反驳框架是否会产生影响，同时对公众来说仍然可信且易于理解。在一项实验设计中，比利时的一千名居民对该活动进行了评估。结果显示，所有测试版本的评价都很高。与另一个标题相比，标题提到对死亡和退化的恐惧的版本被认为更引人注目、更容易理解且更可信，另一个标题的观点是，患有阿尔茨海默病的人仍然可以享受玩纸牌的乐趣。这些发现为使用反驳框架来更细致地描绘阿尔茨海默病提供了依据。
