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Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners

Various factors, notably health beliefs, knowledge of the disease and demographic characteristics have been found to influence public receptivity to disease risk information and their likelihood to perform actions to reduce risk. Research has shown that receptivity to disease risk messages is influe...

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Main Authors: Ting, Su Hie, Jerome, Collin
Format: Proceeding
Language:English
Published: 2017
Subjects:
H Social Sciences (General)
Online Access:http://ir.unimas.my/id/eprint/19647/1/Communication%20of%20disease%20risk.doc
http://ir.unimas.my/id/eprint/19647/
https://conferencealerts.com/show-event?id=190406
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spelling my.unimas.ir.196472023-11-07T07:27:02Z http://ir.unimas.my/id/eprint/19647/ Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners Ting, Su Hie Jerome, Collin H Social Sciences (General) Various factors, notably health beliefs, knowledge of the disease and demographic characteristics have been found to influence public receptivity to disease risk information and their likelihood to perform actions to reduce risk. Research has shown that receptivity to disease risk messages is influenced by the framing of the messages. The health risk messages can be framed to appeal to logic, emotion or credibility of information source – referred to as the rhetorical appeals of logos, pathos and ethos respectively. This study examined the framing of disease risk messages in airport banners to identify persuasive strategies used by the Ministry of Health Malaysia to elicit health preventive behaviour. The banners with disease risk messages for Zika, Hand, Foot and Mouth Disease, Ebola Virus Disease, and Middle East Respiratory Syndrome-Coronavirus Disease were analysed to find out how appeals to logos, pathos and ethos were used to induce fear of susceptibility to the diseases and to prompt preventive behaviour. The analysis revealed that the logos appeal was the most popular as the banners were very informative with mostly information on symptoms and preventive measures. These messages were conveyed through photographs to cater to more visually oriented audiences. There was an obvious absence of appeals to pathos and ethos in the banners. From the perspective of persuasion, the disease risk messages in the airport banners may not achieve their purpose because they do not evoke an emotional response to motivate them to take recommended actions. 2017 Proceeding PeerReviewed text en http://ir.unimas.my/id/eprint/19647/1/Communication%20of%20disease%20risk.doc Ting, Su Hie and Jerome, Collin (2017) Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners. In: Proceedings of International Conference on Social Sciences, Humanities and Technology (ICSHT 2017), 2-3 December 2017, Hotel Perdana Kota Bharu, Kelantan. https://conferencealerts.com/show-event?id=190406
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic H Social Sciences (General)
spellingShingle H Social Sciences (General)
Ting, Su Hie
Jerome, Collin
Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners
description Various factors, notably health beliefs, knowledge of the disease and demographic characteristics have been found to influence public receptivity to disease risk information and their likelihood to perform actions to reduce risk. Research has shown that receptivity to disease risk messages is influenced by the framing of the messages. The health risk messages can be framed to appeal to logic, emotion or credibility of information source – referred to as the rhetorical appeals of logos, pathos and ethos respectively. This study examined the framing of disease risk messages in airport banners to identify persuasive strategies used by the Ministry of Health Malaysia to elicit health preventive behaviour. The banners with disease risk messages for Zika, Hand, Foot and Mouth Disease, Ebola Virus Disease, and Middle East Respiratory Syndrome-Coronavirus Disease were analysed to find out how appeals to logos, pathos and ethos were used to induce fear of susceptibility to the diseases and to prompt preventive behaviour. The analysis revealed that the logos appeal was the most popular as the banners were very informative with mostly information on symptoms and preventive measures. These messages were conveyed through photographs to cater to more visually oriented audiences. There was an obvious absence of appeals to pathos and ethos in the banners. From the perspective of persuasion, the disease risk messages in the airport banners may not achieve their purpose because they do not evoke an emotional response to motivate them to take recommended actions.
format Proceeding
author Ting, Su Hie
Jerome, Collin
author_facet Ting, Su Hie
Jerome, Collin
author_sort Ting, Su Hie
title Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners
title_short Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners
title_full Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners
title_fullStr Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners
title_full_unstemmed Communication of Disease Risk: Persuasive Appeal of Messages in Airport Banners
title_sort communication of disease risk: persuasive appeal of messages in airport banners
publishDate 2017
url http://ir.unimas.my/id/eprint/19647/1/Communication%20of%20disease%20risk.doc
http://ir.unimas.my/id/eprint/19647/
https://conferencealerts.com/show-event?id=190406
_version_ 1783883494016942080
score 13.211869

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