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新冠疫情中科普网红的说服机制与反思：基于精细加工可能性模型的两组实验研究
The Persuasive Mechanism of “Science Communication Influencer” in the Pandemic: Two Experimental Studies Based on The Elaboration Likelihood Model
2020年新型冠状病毒肺炎（COVID-19）疫情爆发伊始，一篇发表在《新英格兰医学杂志》上的论文引发了关于“科学家应先防控疫情还是先发论文”的公共讨论，一位“科普网红”先后采取了两种信息呈现方式（长文章和视频），以相同内容分别在微信公众号和视频网站哔哩哔哩进行了科学回应，并指出“实验室，同样是他们拯救生命的战场”。本研究即以此为背景，基于精细加工可能性模型（Elaboration Likelihood Model，ELM）通过两组实验分别对“信源身份”和“信息呈现方式”的调节作用进行检验，以探究面对不同电子健康素养水平的受众，信息呈现方式与信源身份是否对科普信息的采纳程度产生影响。实验结果显示，长文章形式对于电子健康素养越高的参与者说服效果更强，而视频形式对于电子健康素养与信息采纳意愿的关系没有显著影响。较以往研究更进一步，本研究从中介路径检验中发现对于电子健康素养较高的参与者，长文章（相比于视频）更能显著提高他们对于内容本身的信任，进而提升科普信息采纳度。此外，与传统ELM理论不同的是，在电子健康素养对信息采纳度的影响中，网络科普意见领袖的信源专业身份显露与否没有显著区别。本文进而从公共突发事件中科普辟谣的现实情境出发，探讨对上述“信源悖论”的可能解释，亦探讨了研究的局限性，理论与应用价值。
At the beginning of the outbreak of the COVID-19 pandemic in 2020, a public discussion about “whether scientists should first prevent and control the epidemic or publish papers” was triggered by academic publish in the New England Journal of Medicine. During this discussion, a science communication influencer, named “Bi Dao” adopted two media types (long article and video) successively but with the same series of scientific evidence to persuade the public to accept his statement “the laboratory is also the battlefield to save lives”, and he used two different platforms to do the persuasion, the WeChat and the Bilibili, respectively. Based on the above background, two experiments were conducted and framed by the Elaboration Likelihood Model (ELM). The peripheral route, in here, was operationalized as “professional identity of the source” and manipulated, and the interplay between eHealth literacy and media type were studied. The results of the two experiments showed that the text format was more persuasive for audiences with higher eHealth literacy, while the video format had no significant effect on the relationship between eHealth literacy and intentions to accept information; the professional identities of online science opinion leaders had no significant effect on the relationship between eHealth literacy and intention to accept information, which contradicted the traditional ELM hypothesis of the influence of sources as heuristic cue. The paper also discussed the limitations, theoretical and practical applications of the research, especially under the context of the pandemic and social mediated science communication.
science communication / eHealth literacy / message format / source
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This article critically traces the development of science communication in China in the past 30 years. While confirming the tremendous progress Chinese science communicators have achieved in popularising science, it argues that the deficit model-based popularisation effort cannot meet the diversifying demands on science in Chinese society. Citing both recent science and technology controversies and active public participation in science pilot initiatives in China, this article concludes that science communication efforts in the country must be focused on constructive dialogues and public engagement with science.
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Infographics, which integrate visuals and text, can increase audience engagement with message content. Relying on two experiments, this study demonstrates the role of visuals for decisions to critically evaluate pro-environmental messages. Using the Elaboration Likelihood Model as a theoretical foundation, we demonstrate that individuals engage in greater levels of issue-relevant thinking when shown infographics compared to messages that rely just on text or just on illustration, with learning preferences and visual literacy as moderators. The findings demonstrate that visual content is an important factor for persuasive message processing, and infographic messages hold opportunities for the communication of environmental issues.
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Guided by the MAIN model ( Sundar, 2008 ), this study explored the effects of three interface cues conveying source attributes on credibility of health messages in Twitter: authority cue (whether a source is an expert or not), bandwagon cue (the number of followers that a source has-large vs. small), and source proximity cue (distance of messages from its original source-tweet vs. retweet). A significant three-way interaction effect on perceived credibility of health content was found, such that when a professional source with many followers tweets, participants tend to perceive the content to be more credible than when a layperson source with many followers tweets. For retweets, however, the exact opposite pattern was found. Results also show that for tweets, content credibility was significantly associated with the perceived expertise of proximal source, whereas for retweets, it was associated with the perceived trustworthiness of proximal source. Theoretical and practical implications are discussed.
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An understanding of preferred sources of injury information among parents is needed to develop best practices for information dissemination. Yet, almost no research examines injury information seeking for a national sample of mothers.A cross-sectional online survey was conducted in 2013 with 1081 mothers in the United States (U.S.) with at least one child <6 years. We measured self-report health literacy with the Morris Single-Item Screener (18% low), and eHealth literacy using the eHEALS (28% low).The internet was the most preferred source for injury information (76%), followed by health providers (44%), and family/friends (35%). Most mothers selected the internet as the first choice for information about bicycle helmets (65%) and car seats (63%). For poison prevention, preferences were mixed; 48% internet compared with 41% health providers. Mothers with low health literacy were more likely to have discussed injury prevention with their doctors ( = 0.022) and searched for injury information ( = 0.001), but less likely to report the internet as a top source (<.0001). Mothers with low eHealth literacy were less likely to search for injury information (< 0.0001) and report the internet as a top source (< 0.0001), and slightly more likely to rely on health providers for information ( = 0.028).Findings suggest the internet is a common source of injury prevention information, but health providers remain a valuable resource for mothers, especially those with lower literacy skills. Despite widespread internet use, health providers should be sure to communicate injury prevention information to mothers, especially those at risk for low health literacy and eHealth literacy.
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Disparities in online health information accessibility are partially due to varying levels of eHealth literacy and perceived trust. This study examined the relationship between eHealth literacy and perceived trust in online health communication channels and sources among diverse sociodemographic groups. A stratified sample of Black/African Americans (n = 402) and Caucasians (n = 409) completed a Web-based survey that measured eHealth literacy and perceived trustworthiness of online health communication channels and information sources. eHealth literacy positively predicted perceived trust in online health communication channels and sources, but disparities existed by sociodemographic factors. Segmenting audiences according to eHealth literacy level provides a detailed understanding of how perceived trust in discrete online health communication channels and information sources varies among diverse audiences. Black/African Americans with low eHealth literacy had high perceived trust in YouTube and Twitter, whereas Black/African Americans with high eHealth literacy had high perceived trust in online government and religious organizations. Older adults with low eHealth literacy had high perceived trust in Facebook but low perceived trust in online support groups. Researchers and practitioners should consider the sociodemographics and eHealth literacy level of an intended audience when tailoring information through trustworthy online health communication channels and information sources.
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With at least 150 million professional and amateur blogs on the Internet, blogging offers a potentially powerful tool for engaging large and diverse audiences with science. This article investigates science blogging practices to uncover key trends, including bloggers’ self-perceptions of their role. Interviews with seven of the most popular science bloggers revealed them to be driven by intrinsic personal motivations. Wishing to pursue their love of writing and share their passion for science, they produce content suitable for niche audiences of science enthusiasts, although they do not assume background scientific knowledge. A content analysis of 1000 blog posts and comparison with the most popular blogs on the Internet further confirmed this result and additionally identified key factors that affect science blog popularity, including update frequency, topic diversity and the inclusion of non-text elements (especially images and video).
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1. 1. 赵今朝（2020）。中国疾控中心高福、冯子健回应论文风波.可检索于
2. 科技部（2020）.科技部提出：科研人员要勇挑重担，全力投入科技攻关任务，把论文写在抗击疫情的第一线.
3. 健康界.科学家光写论文不抗疫情?68篇新冠病毒相关论文解读来了[EB/OL].
4. 两组实验结果出来之后课题组联系了实验中的科普网红“原型”，毕导，请他对这些发现予以回应，并从个人和团队多年来从事网络科普工作的实践谈谈他们对中国网络科普在疫情与常态下发展的问题和机会，希望能借此深度访谈对实验结果予以更全面的解释，由于本研究的重点在实验检验，加之版面篇幅有限，此处仅辑录访谈片段，用以阐释相关观点。访谈时间为2020年11月23日，历时90分钟，因疫情防控需要，访谈通过微信语音连线进行。
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