Framing to enhance certainty (orientation) and commonality (community): Applying agenda melding to strategic communications.
Material type:
TextDescription: 131 pISBN: 0493445390Subject(s): Journalism | Mass Communications | Business Administration, Marketing | 0391 | 0708 | 0338Dissertation note: Thesis (Ph.D.)--The University of North Carolina at Chapel Hill, 2001. Summary: This study explored how the semantic concepts of certainty and commonality might be used to enhance audience responses to public relations literature. Specifically, this study varied the levels of these concepts in four different fact sheets that described a hypothetical environmental organization. Measures of subjects' interest in knowing more about the organization and in their likelihood of joining it were obtained after exposure to one of the four fact sheets.Summary: Subjects' certainty about the environment and their sense of community were obtained via a questionnaire prior to their fact sheet exposure. Subjects' self-reported levels of interest in environmental issues, their perceptions of its importance, and the media through which they obtain information about it also were gathered.Summary: Interest in the environment was found to be the strongest indicator of whether a subject desired to know more or was likely to join the hypothetical group described. From this finding, a compressed version of Shaw, McCombs, Weaver, and Hamm's agenda-melding model was proposed.Summary: Overall, data regarding the most effective fact sheet were mixed; however, for high-interest subjects, text that was scored as low certainty and high commonality by a content analysis software program elicited statistically significant positive responses. Other findings included females being more responsive overall to the hypothetical group and a statistically significant weak negative correlation between sense of community and likelihood of joining the group described. Based on these findings and the work of other public relations and social movement scholars, a hypothesized strategic agenda-melding model was proposed.
| Item type | Current location | Collection | Call number | Status | Date due | Barcode | Item holds |
|---|---|---|---|---|---|---|---|
| 電子資源 | 世新大學圖書館 電子資源 | 電子資源(限館內閱覽) | ER (Browse shelf) | Not for loan | EB000310 |
Source: Dissertation Abstracts International, Volume: 62-11, Section: A, page: 3608.
Adviser: Donald L. Shaw.
Thesis (Ph.D.)--The University of North Carolina at Chapel Hill, 2001.
This study explored how the semantic concepts of certainty and commonality might be used to enhance audience responses to public relations literature. Specifically, this study varied the levels of these concepts in four different fact sheets that described a hypothetical environmental organization. Measures of subjects' interest in knowing more about the organization and in their likelihood of joining it were obtained after exposure to one of the four fact sheets.
Subjects' certainty about the environment and their sense of community were obtained via a questionnaire prior to their fact sheet exposure. Subjects' self-reported levels of interest in environmental issues, their perceptions of its importance, and the media through which they obtain information about it also were gathered.
Interest in the environment was found to be the strongest indicator of whether a subject desired to know more or was likely to join the hypothetical group described. From this finding, a compressed version of Shaw, McCombs, Weaver, and Hamm's agenda-melding model was proposed.
Overall, data regarding the most effective fact sheet were mixed; however, for high-interest subjects, text that was scored as low certainty and high commonality by a content analysis software program elicited statistically significant positive responses. Other findings included females being more responsive overall to the hypothetical group and a statistically significant weak negative correlation between sense of community and likelihood of joining the group described. Based on these findings and the work of other public relations and social movement scholars, a hypothesized strategic agenda-melding model was proposed.
School code: 0153.
There are no comments on this title.