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Talking about Sugar-Sweetened Beverages : Investigating the Role of Campaign-Induced Interpersonal Communication in Obesity Prevention

Author
Li, Shu
Published
[University Park, Pennsylvania] : Pennsylvania State University, 2022.
Physical Description
1 electronic document
Additional Creators
Myrick, Jessica Gall, 1984-
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Open Access.
Summary
Health media campaigns have the potential to produce both direct effects, through media exposure, and indirect effects, when message exposure induces audience members to talk about the message. Prior research on indirect effects has shown that campaign-induced interpersonal communication (CIC) can amplify campaign-consistent outcomes. There is also evidence that it can produce counter-persuasion. To locate the source of the heterogeneous effects of CIC, this dissertation undertook a close examination of conversations recorded in a laboratory experiment. Participants in dyads talked with one another after co-viewing a series of campaign messages that advocated reducing the consumption of sugar-sweetened beverages (SSBs). A content-analysis of the conversations necessitated the development of a CIC coding scheme. This was followed by two consecutive analyses of talk structure. A typology of nine turn types resulted from the first analysis, which represented how content categories in the coding scheme formed talk turns. The second analysis investigated how talk turns formed turn sequences. It identified four conversational motifs that captured the defining feature of interpersonal communication: the interdependent, back-and-forth exchange of messages between individuals. The motifs provided a basis for predicting the intended campaign outcome (i.e., reduction in SSB consumption). Collectively, they showed campaign-consistent and campaign-inconsistent effects. Complex patterns emerged as motif effects varied in different audience segments and at different time points within a conversation. This dissertation offers a novel paradigm for the study of CIC as conversations, whose content and structure can be summarized as motifs. An expanded network of causal relationships built around motifs will be crucial to the success of interventions that aim to fortify campaign messages through CIC.
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Dissertation Note
Ph.D. Pennsylvania State University 2022.
Reproduction Note
Microfilm (positive). 1 reel ; 35 mm. (University Microfilms 30396302)
Technical Details
The full text of the dissertation is available as an Adobe Acrobat .pdf file ; Adobe Acrobat Reader required to view the file.
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