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Title: Understanding Truth in Health Communication
Authors: Lee, S.T. 
Issue Date: Oct-2011
Citation: Lee, S.T. (2011-10). Understanding Truth in Health Communication. Journal of Mass Media Ethics: Exploring Questions of Media Morality 26 (4) : 263-282. ScholarBank@NUS Repository.
Abstract: This study examines truthfulness through eight dimensions to explicate truth in health communication and explores the relationships between message truthfulness and message attributes and audience characteristics. A content analysis of 974 television antismoking ads from the Centers for Disease Control (CDC) reveals a high degree of truthfulness. Message truthfulness is related to thematic frames, emotion appeals, source, age, social role and smoking status, and positive framing of consequences. Ads targeted at teens/youth and smokers tend to have lower message truthfulness than ads targeting older age groups and non-smokers. Ads with humor and fear appeals are found to be less truthful. © 2011 Taylor and Francis Group, LLC.
Source Title: Journal of Mass Media Ethics: Exploring Questions of Media Morality
ISSN: 08900523
DOI: 10.1080/08900523.2011.581972
Appears in Collections:Staff Publications

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