Power of Persuasion
Effects of Social and Entertainment Media on Body Image, Social Comparison, and Thin-ideal Internalization of Racially and Culturally Diverse Undergraduate Men
Paper Presentation in a Themed Session Cristina Azocar, Ivana Markova
A survey of racially and culturally diverse undergraduate men (N=565) examined the social and entertainment media’s influence on their body image, social comparison, and thin-ideal internalization. Results showed negative effects of both social and entertainment media on young men’s body image. Entertainment media (vs. social media) had a stronger effect on men’s thin-ideal internalization, whereas social media had a stronger effect on men’s social comparison. Ethnic minority (vs. Non-Hispanic Caucasian) men felt the most underrepresented on social and entertainment media. More specifically, 83% of men of Asian/Pacific Islander ethnic background, 82% of both Middle Eastern/Arab and Mixed race perceived their body types to be the most unrepresented in entertainment media. Whereas, 87% Middle Eastern/Arab, 75% of African American, and 74% of Asian/Pacific Islander perceived their body types to be the most unrepresented on social media sites. The implications of the research are discussed.
The Arab Spring of Coca-Cola: How Coca-Cola Used Arab Spring Themes in Commercials in Egypt
Paper Presentation in a Themed Session Easa Alqahtani, Abdulaziz Alajlan
This paper analyses Coca-Cola's campaign in Egypt after the Egyptian revolution in 2011. It finds that Coca-Cola understood the meaning and the signs of the Egyptian revolution and other cultural values and concepts in Egyptian society. In addition, this paper explores how Coca-Cola dealt with those cultural meanings. Coca-Cola, after the Egyptian revolution, cleverly used the meanings of Egyptian culture and signs of the Egyptian revolution in its advertisement campaigns. This paper analyzes these cultural signs and how they were used by Coca-Cola.
Using Prospect Theory to Examine the Taiwanese Media Trust, Risk Perceptions, and Policy Support : The Case of the “New Southbound Policy”
Paper Presentation in a Themed Session Wen Cheng Fu
This presentation examines how the Taiwanese public’s levels of media and political trust influence their risk perceptions and propensity to support government policies entailing a significant degree of social risk, such as the government’s “New Southbound Policy.” Moreover, I also explored how risk knowledge, including subjective and objective knowledge, impact people’s risk communication behavior. A nationwide telephone survey was conducted to investigate these issues. The findings indicate that people’s risk perceptions positively influence their policy support. In addition, the participants’ media and political trust also positively impacted their risk perceptions. With respect to risk knowledge, the author confirmed that the objective knowledge of the participants negatively predicted their levels of risk perceptions. In contrast, other aspects of risk knowledge had a positive influence on risk perception and policy support. Various implications of these findings are discussed.
