How liberals and conservatives respond to feasibility and desirability appeals in anti-tobacco campaigns

Using two experiments, this study aims to investigate how politically liberal or conservative message recipients respond to anti-tobacco appeals. The results show that in Study 1, respondents were exposed to a message about price policy. In Study 2, they were exposed to a message about a warning policy. In both studies, liberal participants more favorably evaluated anti-tobacco messages emphasizing feasibility rather than desirability, whereas conservative participants more positively evaluated messages emphasizing desirability rather than feasibility. Implications for policymakers and marketers are discussed.     

Social Media Type Matters: Investigating the Relationship Between Motivation and Online Social Network Heterogeneity

This study investigated relationships between social media motivation, relative preferences for social media type, and network heterogeneity, using a U.S. national survey. By classifying social media into the symmetrical and the asymmetrical, we showed that relationship motivation was more likely to be associated with a preference for the symmetrical type, whereas information motivation with a preference for the asymmetrical. Network heterogeneity was positively predicted by relationship motivation but not by information motivation. Finally, a relative preference for the symmetrical type was found to mediate the association between relationship motivation and network heterogeneity.     

The role of self-construal in moderating the advertising repetition effect: evidence from Korea

This study explored the role of self-construal in moderating the effect of same- and varied-ad repetition on consumer response to advertising and brand on the basis of self-construal and encoding variability theory. In the study, subjects primed with independent or interdependent self-construal were exposed to either the same or varied ads. Findings indicate that, for foreground information in ad, independent self-construal subjects elicited more than interdependent self-construal subjects in same-ad repetition whereas there was no difference between independent and interdependent self-construal subjects in varied-ad repetition. However, for background information, interdependent self-construal subjects performed better than independent self-construal subjects in both same- and varied-ad repetition. In the case of brand recall, in varied-ad repetition, interdependent self-construal subjects recalled better than independent self-construal subjects did, whereas there was no difference between interdependent and independent self-construal subjects in same-ad repetition. It was also found interdependent self-construal subjects evaluated the target brand more positively than independent self-construal subjects did in varied-ad repetition. However, there was no difference in brand attitude between independent and interdependent subjects in same-ad repetition.     

The “sacred” standing for the “fallen” spirits: Yasukuni Shrine and memory of war

This essay examines the rhetoric/politics of Yasukuni Shrine as an experiential memory-scape, a material and discursive ground to frame and enact banal patriotism and militant nationalism. As a powerful mnemonic and rhetorical institution, Yasukuni Shrine (re)produces a nationalistic narrative and identity by (con)fusing natural feelings of individual grief and cultural tradition of commemoration with national heritage of banal patriotism. By (con)fusing what is “particular” and “universal,” Yasukuni Shrine establishes its rhetorical ground to justify a “banal” sense of patriotism that slips into the “ordinary yet honorable” fervor of militant nationalism, while effectively evading its moral/ethical reflexivity.     

Creating information resources and trainings for farmworker-serving community health workers

Background:Farmworker-serving community health workers have limited access to farmworker health research findings, training, and education resources. With funding from the National Library of Medicine, we are working to improve the health information literacy of both community health workers and farmworkers. We conducted focus group discussions with community health workers to explore their experiences providing health education and information to farmworkers, their information-seeking behaviors, and their technology and information needs. Data from the focus groups provided insights into the main areas in which community health workers would like to receive professional development.Case Presentation:Our team, which includes health sciences librarians, developed a resource list of educational materials for farmworker health, videos to increase community health workers'' skills finding health information online, and webinars to introduce these resources to community health workers. Videos, available in Spanish and English, included instruction on finding and evaluating online health information, accessing reputable online consumer health information sources, and advanced searching tips for Google and PubMed. Through three webinars, we introduced the resource list, videos, and design software for creating handouts and infographics to community health workers.Conclusions:Community health workers have a critical role in providing health education and information to farmworkers, and our efforts represent a first step in addressing community health workers'' limited access to professional development. Health sciences librarians are well positioned to partner with interdisciplinary teams working to reduce health disparities and provide resources and training to community health workers, farmworkers, and other underserved communities.     

Campus commons: The calculus of grief

Lee Burdette Williams shares her firsthand experience of her students' resilience in the face of loss.