DDRIG in DRMS: Communicating risks in a sensational media environment-Using short video multimodal features to attract attention and reduce psychological reactance for persuasion

DRMS中的DDRIG：耸人听闻的媒体环境中沟通风险——利用短视频多模态特征吸引注意力，减少说服心理抵触

• 批准号: 2343506
• 负责人: Jingwen Zhang
• 金额: $ 2.99万
• 依托单位: University of California-Davis
• 依托单位国家: 美国
• 项目类别: Standard Grant
• 财政年份: 2024
• 资助国家: 美国
• 起止时间: 2024-03-01 至 2025-02-28
• 项目状态: 未结题
• 来源: https://www.nsf.gov/awardsearch/showAward?AWD_ID=2343506&HistoricalAwards=false
• 关键词: DDRIG; DRMS; Communicating; risks; sensational

In today’s social media landscape, dominated by short videos, competition for public attention affects information integrity in science communication. Organizations and individuals use various multimodal features such as images, background music, and visual effects to maximize message viewing in hopes of shifting public opinion toward important issues. Message sensation value (MSV) captures how content and format features of messages can influence audience engagement, directly or indirectly changing public opinion towards the issues. Previous studies present conflicting views on MSV’s impacts on persuasion. This research captures and tests MSV’s impacts using a novel short video dataset, aiming to enable science and health communicators, policymakers, and technological platforms to better understand and address the effects of sensational social media features in influencing how people consume and are influenced by these messages. This research employs a combination of large-scale computational video analysis and an online experiment. First, the project uses computational techniques to systematically identify multi-modal features in 10,000 videos of varying message content quality and examines the associations of 18 multi-modal features to video engagement metrics. This research provides evidence on the role played by multi-modal features in the propagation of messages. Second, this research conducts an online experiment (N = 1,500) with a 2 (MSV: high, low) by 2 (belief congruence: pro-attitudinal, counter-attitudinal) by 2 (issues) between-subject design, plus a control condition. The experiment tests competing theoretical mechanisms of MSV’s persuasive effects on attention, credibility judgment, psychological reactance, and risk perceptions for individuals with varying pre-existing attitudes on the two critical issues. This research provides a theory-informed investigation of sensational media features used in science and risk communication. The findings shed light on effective strategies for communicating health and climate risks and scientific information and maintaining information integrity.This award reflects NSF's statutory mission and has been deemed worthy of support through evaluation using the Foundation's intellectual merit and broader impacts review criteria.

在今天的社交媒体格局中，以简短的视频为主导，公众关注的竞争会影响科学传播中的信息完整性。组织和个人使用各种多模式功能，例如图像，背景音乐和视觉效果，以最大程度地提高信息查看，以期将公众舆论转移到重要问题上。消息感觉价值（MSV）捕获了消息的内容和格式特征如何直接或间接地改变对这些问题的公众舆论。先前的研究对MSV对说服力的影响提出了矛盾的看法。这项研究使用新颖的简短视频数据集捕获并测试了MSV的影响，旨在使科学和健康沟通者，政策制定者和技术平台能够更好地理解和解决耸人听闻的社交媒体功能的影响，从而影响人们如何消费和受这些信息的影响。该研究采用了大规模计算视频分析和在线实验的组合。首先，该项目使用计算技术来系统地确定10,000个不同消息内容质量和考试的视频中多模式的功能，这是18个多模式特征与视频参与度量指标的关联。这项研究提供了有关多模式特征在传播消息传播中所起的作用的证据。其次，这项研究通过2（问题）在2（问题）之间进行了2个（信念一致性，反性，反性，反性，反性，反性），以2（信念一致性：亲信度）进行了在线实验（n = 1,500），并通过受试者之间的设计，以及控制条件。该实验测试MSV对注意力，信誉法官，心理反应性和风险感知的有说服力影响的理论机制，对在两个关键问题上有不同的出席人士的风险感知。这项研究提供了理论上对科学和风险交流中使用的轰动媒体特征的研究。这些发现阐明了沟通健康和气候风险和科学信息并维持信息完整性的有效策略。该奖项反映了NSF的法定任务，并使用基金会的知识分子优点和更广泛的影响审查标准，被认为是通过评估来获得的支持。