幽默与恐惧：一枚硬币的两面？：有关儿童疫苗接种健康传播中幽默诉求的实验证据。
Humor and Fear-Two Sides of the Same Coin?: Experimental Evidence on Humor Appeals in Health Communication Related to Childhood Vaccination.
机构信息
Institute of Public Health, Charité-Universitätsmedizin Berlin, Berlin, Germany.
Institute of Gerontological Health Services and Nursing Research, Ravensburg-Weingarten University of Applied Sciences, Weingarten, Germany.
出版信息
Front Public Health. 2021 Apr 27;9:649507. doi: 10.3389/fpubh.2021.649507. eCollection 2021.
Until now, health communication has largely failed to debunk fears and caveats related to vaccination. This study aims to investigate the effects of different text types used in health communication in an experimental study design. A neutrally formulated text was compared to a humorous text using the formula of a fairytale. Overall, the study indicates no additional value in using the humorous format as an innovative and target-group-oriented approach to inform readers about scientific evidence related to vaccination. Although the effects of the two text types do not differ, the credibility of the neutrally formulated text was much more likely to be judged as high. This indicates that the perception of credibility is not the only criterion in health communication leading to knowledge gains and changes in health-related attitudes and behaviors.
到目前为止，健康传播在很大程度上未能消除与疫苗接种相关的恐惧和警告。本研究旨在通过实验研究设计调查健康传播中使用的不同文本类型的效果。将中性表述的文本与使用童话故事公式的幽默文本进行了比较。总的来说，该研究表明，在使用幽默格式作为一种创新的、针对目标群体的方法来向读者告知与疫苗接种相关的科学证据方面，并没有额外的价值。尽管两种文本类型的效果没有差异，但中性表述文本的可信度更有可能被判断为较高。这表明，在健康传播中，可信度的感知并不是导致知识增长以及与健康相关的态度和行为改变的唯一标准。
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