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Journal Article

Citation

Emery SL, Szczypka G, Abril EP, Kim Y, Vera L. J. Commun. 2014; 64: 278-295.

Affiliation

Moores Cancer Center, University of California, San Diego, La Jolla, CA.

Copyright

(Copyright © 2014, International Communication Association, Publisher John Wiley and Sons)

DOI

10.1111/jcom.12083

PMID

25429162

Abstract

In March 2012, the CDC launched "Tips from Former Smokers," a $54 million national campaign featuring individuals experiencing long-term health consequences of smoking. The campaign approach was based on strong evidence that anti-tobacco ads portraying fear, graphic images, and personal testimonials are associated with attitudinal and behavior change. Yet it was also controversial; critics cited the danger that viewers might reject such intensely graphic messages. Tasked with informing this debate, our study analyzes the corpus of Tips campaign-related tweets obtained via the Twitter Firehose. We provide a novel and rigorous method for media campaign evaluation within the framework of the Extended Parallel Process Model. Among the relevant Tweets, 87% showed evidence of message acceptance, while 7% exhibited message rejection.


Language: en

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