ABSTRACT

The present study explores how companies use social media messages to communicate about the dangers of plastic pollution. Drawing from the emotions-as-frames model and the limited capacity model of motivated mediated message processing (LC4MP), this experiment identifies the effects of two message features (emotional frames: fear/hope, efficacy: low/high) in Instagram posts about plastic pollution. The discrete emotions hope, fear, and anger were analyzed as indicators of message processing, mediating the effects of messages features on memory, plastic pollution attitudes, political participation intentions, and social media intentions. Results of a path analysis show that fear-framed messages increased fear and anger, and high-efficacy information increased hope while reducing anger. In turn, anger increased all three persuasion outcomes, while hope and fear increased only behavioral intentions, not attitudes. Political ideology significantly moderated the model. The paper discusses implications for integrating discrete emotions into the LC4MP, as well as practical implications for corporate social responsibility (CSR) and sustainability communicators.

摘要

本研究探讨了公司如何使用社交媒体信息来宣传塑料污染的危险。从情绪框架模型和动机中介消息处理 (LC4MP) 的有限容量模型中，该实验确定了 Instagram 帖子中两个消息特征（情绪框架：恐惧/希望，功效：低/高）的影响塑料污染。离散情绪希望、恐惧和愤怒被分析为消息处理的指标，中介了消息特征对记忆、塑料污染态度、政治参与意图和社交媒体意图的影响。路径分析的结果表明，以恐惧为框架的信息会增加恐惧和愤怒，而高效信息会增加希望同时减少愤怒。反过来，愤怒增加了所有三种说服结果，而希望和恐惧只会增加行为意图，而不是态度。政治意识形态显着地缓和了该模型。本文讨论了将离散情绪融入 LC4MP 的意义，以及对企业社会责任 (CSR) 和可持续性传播者的实际意义。