Use of Internet Memes in PSAs
Roles of Perceived Emotion, Involvement with Memes, and Attitudes Toward the Issuing Organization in Perceived PSA Effectiveness
Bibliographic Data
| ID | 21617400 |
|---|---|
| Authors | Soo Jung Hong (0000-0001-9962-1023, National University of Singapore, corresponding author), Bernadette Yan Fen Low (National University of Singapore) |
| Year | 2024 |
| Volume | 39 |
| Issue | 6 |
| Pages | 1185-1197 |
| Publication date | 2024-05-11 |
| Open Access | No |
| Type | ARTICLE |
| Venue | Health Communication (JOURNAL) |
| Journal identifiers | ISSN: 1041-0236 • E-ISSN: 1532-7027 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10410236.2023.2207283 |
| PMID | 37143295 |
| OpenAlex | W4372318987 |
| Language | EN |
| References cited | 58 |
To help solve the diabetes problem in Singapore, we developed humorous and fearful public service announcements (PSAs) based on popular Internet memes and investigated how the emotions derived from PSAs affect Singaporean millennials' perceptions of PSAs' effectiveness. In total, 416 people participated in the study through a Singaporean online survey company. Multivariable linear regression methods with SPSS were used to examine our hypotheses and research questions. According to the results, message manipulation significantly increased participants' perceived emotion (i.e. perceived humor and fear). Moreover, the results showed that perceived humor and fear were positively associated with perceived PSA effectiveness in both models, testing the humor effect and fear effect separately. As per the moderation analysis, the association between the perceived emotion (i.e. humor and fear) and the perceived PSA effectiveness is likely to increase when attitudes toward the organization are less positive. Moreover, the association between perceived fear and perceived PSA effectiveness is likely to increase when participants' involvement with memes is low. Our findings highlight important theoretical and practical implications for future studies investigating the effectiveness of Internet meme-based PSA messages regarding serious health issues
The Internet · World Wide Web · Computer Science · Gender, Feminism, and Media · Impact of Technology on Adolescents · Media Influence and Health · Psychology · Social Psychology
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| Highly cited | No |
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