Campaign-Induced Interpersonal Communication: Identifying Turn Types and Exploring Their Interdependencies

Media campaigns produce effects when audience members discuss the campaign messages. Fundamental to the understanding of how talk bridges exposure and effect is a knowledge of its content. However, prior attempts to measure talk content have largely been limited to gross characteristics of the interactions. We argue that advances in this line of research require representing post-exposure talk as campaign-induced <i>interpersonal communication</i> (CIC), with a focus on how individuals produce and exchange messages in conversations. Interaction data were gathered in two experiments in which pairs of participants co-viewed, then discussed health-related public service announcements. Analysis of the data produced (a) an empirically-derived typology of talk turns that provided a comprehensive, content-based description of message production and (b) evidence that turn pairs are associated in theoretically meaningful ways in exchanges that displayed properties of deliberative interactions. These findings lay a foundation for future research on the antecedents and outcomes of CIC.

媒体宣传活动会在受众成员讨论宣传信息时产生传播效果。理解受众讨论如何架起宣传接触与宣传效果之间桥梁的核心，在于掌握讨论内容的相关知识。然而，此前针对讨论内容的测量尝试，大多仅局限于互动的宏观特征。我们认为，该领域研究的进阶，需要将接触宣传后的受众讨论界定为宣传诱导型人际传播（Campaign-induced Interpersonal Communication, CIC），并聚焦于个体在对话中如何生成与交换信息。本研究通过两项实验收集互动数据，实验中成对参与者共同观看健康相关公益广告，随后展开讨论。对所获数据的分析取得两项成果：(a) 一套基于经验推导的话语轮次类型学，可全面且以内容为导向地描述信息生成过程；(b) 相关证据表明，话语轮次对会以具有理论意义的方式相互关联，且这类对话展现出商议性互动的特征。上述研究发现为后续针对宣传诱导型人际传播的前因与结果的研究奠定了基础。