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.

在当今以短视频为主的社交媒体格局中，公众注意力的竞争影响了科学传播中的信息完整性，组织和个人利用图像、背景音乐和视觉效果等各种多模态特征来最大化信息观看，以期将公众舆论转向。消息感知价值 (MSV) 反映了消息的内容和格式特征如何影响受众的参与度，从而直接或间接改变公众对问题的看法。本研究捕获并测试了 MSV 对说服力的影响。 MSV 的影响使用新颖的短视频数据集，旨在使科学和健康传播者、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对人们消费方式和受这些信息影响的影响。首先，该项目将大规模计算视频分析和在线实验相结合，使用计算技术系统地识别 10,000 个不同消息内容质量的视频中的多模态特征，并检查 18 种多模态特征与视频参与度的关联。这项研究提供了多模态特征在消息传播中所发挥的作用的证据，其次，这项研究进行了 2（MSV：高、低）× 2（信念一致性）的在线实验（N = 1,500）。赞成态度，反态度）通过2（问题）受试者间设计，加上控制条件该实验测试了MSV对注意力和可信度的说服作用的竞争理论机制。这项研究对科学和风险沟通中使用的耸人听闻的媒体特征进行了理论调查，揭示了有效的沟通策略。该奖项反映了 NSF 的法定使命，并通过使用基金会的智力优势和更广泛的影响审查标准进行评估，被认为值得支持。