scholarly journals Processing of Political Contents of Mass Media: An Analysis under the Elaboration Likelihood Model of Persuasion

sjesr ◽  
2020 ◽  
Vol 3 (3) ◽  
pp. 141-147
Author(s):  
Dr. Imran Muslim ◽  
Dr. Faiza Latif ◽  
Dr. Muhammad Shabbir Sarwar
Keyword(s):  
Political Parties ◽  
Mass Media ◽  
Elaboration Likelihood Model ◽  
The Political ◽  
Cluster Sampling ◽  
Elaboration Likelihood ◽  
Peripheral Cues ◽  
Key Factor ◽  
Likelihood Model ◽  
Multistage Cluster Sampling

This study deals with the processing of political information disseminated through mass media. “Elaboration Likelihood Model” of persuasion was used as a framework for this study. A list comprising of general sentences used in favor and against the major political parties of Pakistan was used as “central” and “peripheral” cues. A combination of stratified and multistage cluster sampling was used to select the youth as respondents for this study. Findings of the study revealed that the Education level of the youth did not prove to be a key factor for using central cues, which are predictors of thoughtful processing of information. More than that a large majority of the youth did not gave much attention to the political contents of mass media, hence by proving that they do not care for the political happenings in the country.

scholarly journals Analysis of Cognition Trends of Political Advertisement Through Mass Media

2020 ◽  
Vol 04 (02) ◽  
pp. 124-144
Author(s):  
Muhammad Ahsan Bhatti ◽  
Dr. Imran Muslim ◽  
Muhammad Imran
Keyword(s):  
Mass Media ◽  
Mass Communication ◽  
Elaboration Likelihood Model ◽  
Political Campaigns ◽  
The Political ◽  
Cluster Sampling ◽  
Elaboration Likelihood ◽  
Positive Outcomes ◽  
Likelihood Model ◽  
Content Processing

Political campaigns are usually a combination of interpersonal and “Mass” communication with the expectation of positive outcomes by the political representatives. This study is an attempt to give an idea regarding respondent’s ability and trends of processing the political contents of Mass media. Elaboration Likelihood Model is taken as a framework for evaluating the content processing trends. A questionnaire comprising of two parts and consisting the cue list of central and peripheral notations commonly used by political representatives. A sample of 1032 young people was selected by using a combination of stratified and multistage cluster sampling techniques. Results of the study revealed that majority of the youth did not bother to process the political content by effortful cognition, rather they followed attractive slogans and political personalities. Moreover it was found that people used the same approach for decision making in favor of a political party as they use to hate the opponent parties.

Understanding online health community users' information adoption intention: an elaboration likelihood model perspective

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Tao Zhou
Keyword(s):  
User Behavior ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Content Type ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Adoption Intention ◽  
Information Adoption ◽  
Central Cues

PurposeThe purpose of this research is to draw on the elaboration likelihood model (ELM) to examine users' information adoption intention in online health communities (OHC).Design/methodology/approachThe authors collected 350 valid responses using a survey and conducted the moderated regression analysis to examine the research model.FindingsThe results indicated that users' information adoption intention is influenced by both central cues (argument quality) and peripheral cues (source credibility and emotional support). In addition, self-efficacy moderates the effect of both central cues and peripheral cues on information adoption intention.Originality/valuePrevious research has focused on the effect of individual motivations such as reciprocity and benefits on user behavior, and has seldom disclosed the influencing process of external factors on OHC users' behavioral decision. This research tries to fill the gap by adopting ELM to uncover the mechanism underlying OHC users' information adoption.

scholarly journals Mendulang Suara di Masa Pandemi dengan Komunikasi Persuasif (Studi Kasus Pemilihan Umum Kepala Daerah Samarinda Untuk Pasangan Calon dengan Tag Line Siap Dipilih Berani Ditagih)

2021 ◽  
Vol 4 (2) ◽  
pp. 89
Author(s):  
Afita Nur Hayati
Keyword(s):  
Descriptive Analysis ◽  
Elaboration Likelihood Model ◽  
The Political ◽  
Elaboration Likelihood ◽  
Main Question ◽  
Length Of Service ◽  
Political Machine ◽  
Likelihood Model ◽  
Qualitative Descriptive

Direct election’s celebration of the head of the region at each steps in 2020 has been held at pandemic situation of covid-19.  The decision of KPUD Samarinda has final and the candidate number 2 has been sworn with length of service 2021-2024 periods.  The main question that will be asked is how is the candidate number 3 communicates the message they have to be interesting and positively so vote acquisition of the candidat number 3 can align with the candidat number 2 of vote’s acquisition whereas the political machine not so mature than the winner’s political machine. To answer this question, this article uses Analysis of Elaboration Likelihood Model (ELM) and using qualitative descriptive analysis with case study for detail and depth investigation of the candidate number 3 with tag line “Siap Dipilih Berani Ditagih.”  

English words and phrases in Dutch job advertisements

2015 ◽  
Vol 4 (1) ◽  
pp. 21-38 ◽  
Author(s):  
Frank van Meurs ◽  
Hubert Korzilius ◽  
Liset Bergevoet
Keyword(s):  
Language Use ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Limited Evidence ◽  
Model Framework ◽  
Peripheral Cues ◽  
Job Advertisements ◽  
Likelihood Model ◽  
Central Route ◽  
Job Ads

It has been suggested that differences in mental processing affect the persuasiveness of language use. Within the Elaboration Likelihood Model framework, we examined if there were differences in the persuasiveness of English versus Dutch words in job ads depending on the way the job ads were processed, either by the central or the peripheral route. In an experiment, 144 participants evaluated ads for lower level jobs. Persuasiveness was measured in terms of text, job, and company evaluation, and application intention. There were no differences in persuasiveness for job ads containing English words depending on whether they were processed via the peripheral or the central route. However, under peripheral processing the jobs in the ads with English words were seen as being more attractive and as having a lower salary than the jobs in the all-Dutch ads, providing some limited evidence that English words may function as peripheral cues.

scholarly journals Why Do Citizens Share COVID-19 Fact-Checks Posted by Chinese Government Social Media Accounts? The Elaboration Likelihood Model

2021 ◽  
Vol 18 (19) ◽  
pp. 10058
Author(s):  
Qiang Chen ◽  
Yangyi Zhang ◽  
Richard Evans ◽  
Chen Min
Keyword(s):  
Social Media ◽  
Central Government ◽  
Source Credibility ◽  
Elaboration Likelihood Model ◽  
Chinese Government ◽  
Elaboration Likelihood ◽  
Media Richness ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Central Cues

Widespread misinformation about COVID-19 poses a significant threat to citizens long-term health and the combating of the disease. To fight the spread of misinformation, Chinese governments have used official social media accounts to participate in fact-checking activities. This study aims to investigate why citizens share fact-checks about COVID-19 and how to promote this activity. Based on the elaboration likelihood model, we explore the effects of peripheral cues (social media capital, social media strategy, media richness, and source credibility) and central cues (content theme and content importance) on the number of shares of fact-checks posted by official Chinese Government social media accounts. In total, 820 COVID-19 fact-checks from 413 Chinese Government Sina Weibo accounts were obtained and evaluated. Results show that both peripheral and central cues play important roles in the sharing of fact-checks. For peripheral cues, social media capital and media richness significantly promote the number of shares. Compared with the push strategy, both the pull strategy and networking strategy facilitate greater fact-check sharing. Fact-checks posted by Central Government social media accounts receive more shares than local government accounts. For central cues, content importance positively predicts the number of shares. In comparison to fact-checks about the latest COVID-19 news, government actions received fewer shares, while social conditions received more shares.

scholarly journals APPLYING THE ELABORATION LIKELIHOOD MODEL TO ANALYZE THE EFFECTS OF DEPRESSION PUBLIC SERVICE ANNOUNCEMENTS AMONG MALAYSIAN COLLEGE STUDENTS

2021 ◽  
Vol 4 (17) ◽  
pp. 54-73
Author(s):  
Fan Jin Yu ◽  
Norliana Hashim
Keyword(s):  
College Students ◽  
Public Service ◽  
Public Awareness ◽  
Elaboration Likelihood Model ◽  
Dual Process ◽  
Cluster Sampling ◽  
Elaboration Likelihood ◽  
Public Service Announcement ◽  
High Quality ◽  
Likelihood Model

As depression became an increasing contributor to the global disease burden, there is a demand for the public to understand depression disorder and reduce stigmatized attitudes about it. Especially, the prevalence of depression among college students is extremely higher than the general population; thus, it is essential to study among college students. Specifically, the utilizing of the health Public Service Announcement (PSA) is aiming to raise public awareness about health issues. Thus, this study emphasized on Depression Public Service Announcement and its effectiveness. By utilizing the Elaboration Likelihood Model (ELM), this study examined the consequences of the dual-process method towards stigmatized attitude changes about depression among students at a Malaysian public university. Cluster sampling technique was used to select respondents and a total of 185 respondents participated in two groups of experiments. Respondents in each group were exposed to two different D-PSAs with either high-quality depression messages or low-quality depression messages. Attributional Questionnaire (AQ) was adapted to measure respondents’ attitudes toward depression, and a set of questionnaires based on Reynolds’s study was applied to evaluate the information processing approach used. Lastly, the results demonstrated that D-PSA with a high-quality message elicits higher elaboration of respondents and less stigmatized attitudes. Conversely, D-PSA with low-quality messages elicits lower elaboration and more stigmatized attitudes about depression.

scholarly journals The role of social trust in reward crowdfunding campaigns’ design and success

2021 ◽  
Author(s):  
Rotem Shneor ◽  
Urszula Mrzygłód ◽  
Joanna Adamska-Mieruszewska ◽  
Anna Fornalska-Skurczyńska
Keyword(s):  
Cultural Differences ◽  
Social Trust ◽  
Elaboration Likelihood Model ◽  
Elaboration Likelihood ◽  
Online Marketplaces ◽  
Peripheral Cues ◽  
Likelihood Model ◽  
Central Route ◽  
Analyze Data

AbstractTrust is critical for successful participation in online marketplaces. In crowdfunding, fundraisers seek to win the trust of potential supporters towards contributing to their projects despite risks of non-delivery or deviations from campaign promises. This study explores how cultural differences in social trust proclivities influence reward crowdfunding campaign design and success. Specifically, we analyze data about 700 campaigns from a relatively high social trust society (HTS) – Finland, and 700 campaigns from a relatively low social trust society (LTS) – Poland. We find that sharing campaign information via social media is positively associated with campaign success in both contexts. Building on the Elaboration Likelihood Model, we show that central route cues to persuasion are more prevalent in campaigns from LTS vs. HTS, and that some peripheral cues are more prevalent in campaigns from HTS than LTS. Finally, we find partial support that central route cues are more important for campaign success in LTS.

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