Information Science Department, College of Emergency Preparedness, Homeland Security and Cybersecurity, University at Albany, Albany, New York, USA.
College of Arts & Sciences, Department of Communication, University at Albany, Albany, New York, USA.
J Health Commun. 2023 May 4;28(5):302-311. doi: 10.1080/10810730.2023.2203077. Epub 2023 Apr 17.
In the United States, suicide rates have increased by 30% over the past few decades. Public service announcements (PSAs) are effective health promotion vehicles and social media can help spread PSAs to hard-to-engage individuals who may benefit from intervention efforts, yet the most meaningful characteristics of PSAs for influencing health promotion attitudes and behaviors are inconclusive. This study applied content and quantitative text analyses to suicide prevention PSAs and comments on YouTube to assess the relationships between message frame, message format, and the level of sentiment and help-seeking language within them. Seventy-two PSAs were analyzed for gain/loss-framing and narrative/argument-format, and 4,335 related comments were analyzed for positive/negative sentiment and frequency of help-seeking language use. Results indicate that a higher ratio of positive comments was more likely to be found on gain-framed and narrative-formatted PSAs, and a higher ratio of comments with help-seeking language was more likely to be found on narrative-formatted PSAs. Implications and future research are discussed.
在美国，过去几十年自杀率上升了 30%。公益广告（PSA）是有效的健康促进工具，社交媒体可以帮助向那些可能受益于干预措施的难以接触的个人传播 PSA，但 PSA 对影响健康促进态度和行为最有意义的特征尚无定论。本研究应用内容分析和定量文本分析方法对 YouTube 上的自杀预防 PSA 和评论进行分析，以评估信息框架、信息格式以及其中的情感和寻求帮助语言的水平之间的关系。对 72 个 PSA 进行增益/损失框架和叙述/论证格式分析，对 4335 个相关评论进行积极/消极情绪和寻求帮助语言使用频率分析。结果表明，在增益框架和叙述格式的 PSA 上更有可能找到更高比例的积极评论，而在叙述格式的 PSA 上更有可能找到更高比例的带有寻求帮助语言的评论。讨论了其意义和未来的研究。
