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Advocating for Mask-Wearing Across the Aisle: Applying Moral Reframing in Health Communication.
- Source :
-
Health Communication . 2024, Vol. 39 Issue 2, p270-282. 13p. - Publication Year :
- 2024
-
Abstract
- During the COVID-19 pandemic, the United States public polarized along political lines in their willingness to adopt various health-protective measures. To bridge these political divides, we tested moral reframing as a tool for advocating for wearing face masks when audiences vary in their moral priorities. We additionally address a gap in prior moral reframing research by comparing responses to a topic-relevant non-moral appeal. Across two studies, we examined effects on perceived message effectiveness, intentions to wear masks, support for a nationwide mask mandate, and willingness to share messages on social media. We find support for the efficacy of ideology-matched moral arguments and generally find support for the boomerang effect of ideology-mismatched moral arguments. However, these effects were restricted to relatively liberal audiences; politically conservative message recipients did not differentiate between message conditions. We discuss these asymmetric effects and their implications for theory in moral rhetoric. [ABSTRACT FROM AUTHOR]
Details
- Language :
- English
- ISSN :
- 10410236
- Volume :
- 39
- Issue :
- 2
- Database :
- Academic Search Index
- Journal :
- Health Communication
- Publication Type :
- Academic Journal
- Accession number :
- 174879728
- Full Text :
- https://doi.org/10.1080/10410236.2022.2163535