Department of Communication Studies, West Virginia University.
Communications Department, Snow College.
Health Commun. 2024 Aug;39(9):1877-1887. doi: 10.1080/10410236.2023.2245594. Epub 2023 Aug 20.
Although the influence of celebrities on public health-related attitudes and behaviors is well established, the specific role that celebrity examples play in shaping health-related social norm perceptions is not well understood. To examine the effect of celebrities on social norm perceptions, young adults were randomly assigned to read news articles about vaping that either featured one of four film stars using a vape pen or did not contain any celebrity exemplar. The presence or absence of a celebrity exemplar did not affect readers' perceptions of vaping social norms. However, three types of audience involvement with the celebrities - liking, parasocial relationship strength, and wishful identification, were examined as mediators of the relative effects of the different celebrities on vaping norm perceptions. The results suggest that celebrities who people like and those who they wishfully identify with can wield a greater influence on social norms. PSR strength did not mediate indirect effects of celebrity on social norm perceptions. These findings indicate that celebrities can shape public perceptions of social norms through some types of involvement.
虽然名人对公众与健康相关的态度和行为的影响已得到充分证实，但名人榜样在塑造与健康相关的社会规范认知方面所起的具体作用仍不甚明了。为了考察名人对社会规范认知的影响，研究人员将年轻成年人随机分配阅读有关蒸气烟的新闻文章，这些文章要么包含四位影星中的一位使用蒸气烟笔的内容，要么不包含任何名人范例。名人范例的存在与否并不影响读者对蒸气烟社会规范的认知。然而，研究人员检验了三种与名人相关的受众参与类型——喜欢、准社会关系强度和认同愿望，作为不同名人对蒸气烟规范认知的相对影响的中介因素。研究结果表明，人们喜欢的名人以及他们认同愿望的名人可以对社会规范产生更大的影响。PSR 强度并不能中介名人对社会规范认知的间接影响。这些发现表明，名人可以通过某些类型的参与来塑造公众对社会规范的看法。
