Wu Wen-Chi, Lee Meng-Jung, Nieh Hsi-Ping
Department of Health Promotion and Health Education, National Taiwan Normal University, 162, Section 1, Heping E. Rd., Taipei City, 106, Taiwan.
Department of Social Work, Soochow University, No.70, Linhsi Road, Shihlin District, Taipei City, 111, Taiwan.
Sci Rep. 2025 Mar 24;15(1):10149. doi: 10.1038/s41598-025-92462-2.
This study explored the impact of message sensation value (MSV) and message appeal on viewers' responses to anti-bullying videos on YouTube from various sources. Through quantitative content analysis, 1431 videos were coded by trained coders based on predefined coding schemes. The results revealed that anti-bullying videos employed relatively low MSV levels (mean = 4.33, score range: 0-15). Most videos utilized positive emotional appeal (70.6%), about half employed rational appeal (54.9% self-efficacy appeal, 49.1% response efficacy appeal), and less than half incorporated negative emotional appeal (45.1%). Significant variations were observed in MSV and message appeal across different sources. Videos by YouTubers, amateurs, and recreational channels exhibited higher MSV levels than those by governments, non-profit organizations, and news channels. Videos uploaded by YouTubers received the highest number of views, likes, and comments, higher than those uploaded by governments and other sources. Videos employing higher levels of MSV received significantly more views, while message appeal had no significant effects after sources, languages, and numbers of subscribers were considered. The findings suggest that combining YouTubers' broad reach with the credibility of government sources may offer an optimal strategy for effectively delivering accurate anti-bullying messages to a broader audience.
本研究探讨了信息感知价值（MSV）和信息吸引力对观众在YouTube上对来自不同来源的反欺凌视频的反应的影响。通过定量内容分析，1431个视频由经过培训的编码员根据预定义的编码方案进行编码。结果显示，反欺凌视频采用的MSV水平相对较低（平均值 = 4.33，分数范围：0 - 15）。大多数视频采用积极情感吸引力（70.6%），约一半采用理性吸引力（自我效能吸引力占54.9%，反应效能吸引力占49.1%），不到一半采用消极情感吸引力（45.1%）。不同来源的MSV和信息吸引力存在显著差异。由YouTube博主、业余爱好者和娱乐频道制作的视频比政府、非营利组织和新闻频道制作的视频表现出更高的MSV水平。由YouTube博主上传的视频获得的观看量、点赞数和评论数最高，高于政府和其他来源上传的视频。采用较高MSV水平的视频获得的观看量显著更多，而在考虑来源、语言和订阅者数量后，信息吸引力没有显著影响。研究结果表明，将YouTube博主的广泛影响力与政府来源的可信度相结合，可能为向更广泛的受众有效传递准确的反欺凌信息提供一种最优策略。
