Campaign Messages Research Articles

The Use of Sentence Types in Positive Beauty Campaign YouTube Advertisements

Beauty products use social media to advertise their products to get people to know them. To attract the audience, the advertisers need to reflect the sentence types as well as the titles as the marketing approach. Understanding the sentence types essential for the company to reach the targeted market. This research studied the sentence types of positive beauty campaign YouTube advertisements. The data collecting technique is through document review by using converted spoken utterances from the positive beauty campaign YouTube advertisement videos. The encrypted videos are from Pantene Pro-V It’s time we see grey hair differently #PowerOfGrey, NEW Rare Beauty by Selena Gomez, Unilever Positive Beauty, and Dove Beauty on your own term #MyBeautyMySay. The results showed that declarative sentences are the most widely used in advertisements. Through declarative sentences, the advertisers persuade the audience to have a look at the message of the positive beauty campaign. Also, the purpose of a positive beauty campaign is to spread and embrace a positive awareness of beauty, therefore the role of the sentence type is significant to support the message of the advertisement.

Parliamentary candidates and their campaign messages at the 2019 General Election

The 2019 General Election brought about a significant change in the parliamentary balance of power. There has already been much attention devoted to how parties and their leaders campaigned in the run up to the polling day. Using original leaflet data from the OpenElections project, this study extends the focus to individual candidates by exploring the nature of local campaign communications. We find that candidates make little effort to promote their personal traits, with personalisation of leaflets remaining largely limited to offering visual cues in the shape of candidate photos. We also find that while negative campaign messages are common, they tend to relate to an opposing party more generally. Similarly, we find that highlighting the tactical situation in the constituency remains a rare practice. Our findings suggest that there is still considerable room for candidates to tailor their campaign materials to their personal attributes and the local electoral context.

How Women Attack: Candidate Reliance on Feminine and Masculine Traits in Campaign Negativity

We develop a framework to identify how women use negative messages in political campaigns. We argue that women will be more likely to use contrast negativity, messages that include a negative message against an opponent and a positive message about the candidate sponsoring the ad, rather than attack negativity, messages that only criticize an opponent. We also identify how feminine and masculine traits emerge in negativity—a strategy we call gendered trait negativity. We analyze gendered trait negativity in television ads from the Wesleyan Media Project (WMP) for House, Senate, and gubernatorial races from 2010 to 2018. Using logistic regression models, we find that women use contrast messages more than attack messages when running against a man. Second, we find that women are more likely to highlight feminine traits over masculine traits in negative messages when their opponent is a man relative to when their opponent is a woman.

Categorizing political campaign messages on social media using supervised machine learning

ABSTRACT Scholars have access to a rich source of political discourse via social media. Although computational approaches to understand this communication are being used, they tend to be unsupervised and off-the-shelf algorithms to describe a corpus of messages. This article details our approach at using human-supervised machine learning to study political campaign messages. Although some declare this technique too labor-intensive, it provides theoretically informed classification, making it more accurate and reliable. This article describes the design decisions and accuracy of our algorithms, and the applicability of the approach to classifying messages from Facebook and Twitter across two cultures and to advertisements.

Influence of Ideological Themes in Social Media Political Campaigns on Voters’ Education and Participation in Nigeria’s 2023 General Elections

This study adopted mixed research methods to investigate how ideological themes in social media political campaigns have influenced voters’ education and participation in Nigeria’s 2023 general elections. Through questionnaire and interview research instruments, the study found that in the last 2023 General Elections, Facebook was more often used for political campaigns in Nigeria compared to Twitter, Instagram, YouTube, google+, Facebook, WhatsApp and Blogs. These social media platforms, as the findings demonstrated, were more accessible to the voters thus, have easily became tools for political campaigns and were used to a great extent for that purpose. Unfortunately, as finding indicated, the ideological themes dominant in these platforms (social media) were to a great extent, negative as they were dominated by insults, abuse of opponents, hate speeches, falsehood, blame shifting, ethnocentric and religious undertones, anxiety and apathy among others, thereby, to a great extent, contributing to apathy among majority of voters in participating in the elections. Posting, commenting and sharing were the various ways through which those ideological campaign messages were spread to voters during the period of the last elections. The study concluded that social media has come to stay as platforms for use among stakeholders during political campaigns but its influence is abused by negative ideological construction which to a great extent, affects voters’ education and turn up in elections in Nigeria.

The social embeddedness of elections: Ghana’s 2016 and 2020 campaigns

ABSTRACT Campaign rallies serve as arenas of political communication where candidates present their campaign messages face-to-face in order to gain votes. This article suggests that rallies are one of several forms of campaign visits along with official business stops, courtesy calls to local notables, and personal interactions with constituents. Drawing on an original dataset of campaign visits in Ghana's 2016 and 2020 elections, we find that a significant political learning process took place between the two races for candidates of the two major parties, as candidates diversified their strategies beyond the rally-intensive campaign. Candidates extended the communicative and representative elements of the traditional rally through socially embedded practices by relying on occupational groups like market associations and fisherfolk to mobilise voters. By explaining the meaning behind different forms of campaign visits, we conclude that campaign rallies and other visits are embedded in social realities that shape political mobilisation.

Response to threatening messages in anti-smoking campaigns

The campaign on the risks and dangers of smoking has become prevalent through social media, including the Instagram account @suara_tanpa_rokok. It is known that there are 56 content pieces with a threatening message approach regarding the risks of smoking from @suara_tanpa_rokok between 2021 and June 2023. The messages and responses to these messages are interesting to explore from a health communication perspective. This study employs the Extended Parallel Process Model (EPPM) as its analytical framework. The quantitative content analysis method was chosen for this research. The results indicate that health campaign content utilizing a threatening message approach on the risks of smoking in @suara_tanpa_rokok elicits an 83.9% maladaptive response. The lack of awareness and willingness to quit smoking contribute to the emergence of this response.

Sosialisasi Spirit Perdamaian: Potensi Kampanye Pesan Toleransi dalam Film

This research aims to explore and analyze the potential of a tolerance message campaign through the medium of film as a tool to disseminate the spirit of peace. Involves analysis of films that carry the theme of tolerance and the messages conveyed to stimulate critical thinking and imbibe the values of tolerance in society. This research method includes literature study, using existing literature to collect data comprehensively. The research results show that films have great potential to be agents of social change by facilitating a deeper understanding of diversity and encouraging inclusive attitudes towards differences. Films not only function as entertainment, but also as an effective instrument in shaping people's views on tolerance issues. This in-depth analysis contributes to the literature on social media and tolerance, revealing that tolerance message campaigns in films are not only relevant, but also crucial in facing complex challenges in the contemporary era.

Barriers and enablers to participation in the National Cervical Screening Program experienced by young women and people with a cervix aged between 25 and 35.

Cervical screening rates for young women aged between 25 and 35 are lower than older Australian women, however, little research has been conducted to understand why. This study aimed to identify and explore the barriers and enablers faced by young Victorians with a cervix to regular cervical screening. This study used a mixed method exploratory design consisting of qualitative focus groups and a quantitative online survey. Four focus groups were conducted with 24 Victorians with a cervix aged between 25 and 35. Barriers, enablers and knowledge of cervical screening were explored. Focus groups were recorded and transcribed for thematic analysis of common themes. A supporting online survey was completed by 98 respondents. Summary statistics were analysed for differences in age. Focus groups and the online survey revealed four main factors that influence young people's cervical screening behaviour. These include past negative screening experiences, practitioner factors, priority placed on cervical screening, and cervical screening knowledge. These factors differ to the opinions of people older than 35, with young people focusing more on the psychological elements of cervical screening compared with practical factors. This research provides a unique insight into cervical screening barriers faced by women and people with a cervix aged between 25 and 35 as well as what factors motivate them to screen. SO WHAT?: These findings should be utilised to inform the design of public health campaign messaging targeting this age demographic. Findings can also assist practitioners to improve how they communicate with young people in a clinical setting.

Empowering Youth Vaccine Ambassadors to Promote COVID-19 Vaccination in Local Communities: A 7-Step Approach.

Despite the availability of COVID-19 vaccines for youth since 2021, vaccine hesitancy has resulted in suboptimal uptake. Public health campaigns that empower local youth ambassadors as trusted messengers who share their personal narratives related to getting vaccinated hold promise for promoting COVID-19 vaccination. We used a seven-step approach to develop, implement, and evaluate a youth-led ambassador campaign to promote COVID-19 vaccine uptake in communities experiencing COVID-19 disparities in Worcester, MA. The seven steps included (1) engaging with key partners, (2) determining a community of focus, (3) identifying trusted sources, (4) determining campaign components, (5) training the vaccine ambassadors, (6) disseminating the campaign, and (7) evaluating the campaign. We trained nine youth as vaccine ambassadors. Ambassadors were guided through self-reflection of motivations for COVID-19 vaccination and the resulting personal narratives became the campaign messaging. English/Spanish vaccine messages developed by youth ambassadors were disseminated through social media platforms (n = 3), radio (n = 2), local TV (n = 2), flyers (n = 2,086), posters (n = 386), billboards (n = 10), and local bus ads (n = 40). Qualitative youth feedback indicate participation in the campaign was a positive and empowering experience which reinforces the importance of engaging youth in public health messaging. Youth empowerment through personal narratives (and storytelling) holds promise for future public health campaigns.

A Rumbling from Below? Opposition Party Rebranding, Regional Elections, and Transforming the Regime in Russia

In this paper we examine whether opposition parties, particularly the Communist Party of the Russian Federation (CPRF), can promote transition in the electoral authoritarian regime in Russia. We use the example of the National Action Party’s (PAN) evolution as an “official opposition” party in Mexico and discuss how its campaign strategy and party identity evolved. Using a framework derived from the political marketing literature on party branding and rebranding, we argue that the PAN successfully rebranded itself via the electoral opportunities afforded by structure of Mexican federalism, which ultimately led to the democratic transition in 1999. We then address the possibility of a similar evolution occurring in Russia, by examining how the CPRF altered its national campaign message between 2015–2018. Finally, we speculate whether local opposition victories will spark the kind of transition in Russia that occurred in other electoral authoritarian regimes, such as Mexico.

Social Media and Malaysia's 2022 Election: The Growth and Impact of Video Campaigning

This article argues that Malaysia's 2022 General Election (GE15) amplified negative campaigning via new techniques associated with platform and technological advancements, led by creative innovations in campaign tactics, including livestreaming and video content. GE15 was the freest election campaign in Malaysia's history. All political parties and coalitions enjoyed access to a wide range of mainstream and online media to disseminate content, and new platforms like TikTok emerged as influential conduits of campaign messages. Yet serious problems in this digital public sphere remain a feature of the country's media landscape. These include cybertroopers, fake news peddlers, and those creating polarizing content around race and religious issues. This article explains how social media campaigning in Malaysia is becoming more professionalized and better resourced, inspiring some diversity and creativity, while at the same time enabling groups who spread narratives intended to incite and enrage, particularly via video content. The Malaysian case exemplifies the growing problems within the contemporary digital public sphere, showing how the professionalization of social media campaigning can lead to disinformation and, ultimately, polarization.

Evaluating an alcohol harm-reduction campaign advising drinkers of the alcohol-cancer link

IntroductionPublic awareness of the alcohol-cancer link is low. Provision of this information could reduce alcohol consumption and related harms. The Spread campaign is a multi-media education campaign implemented in Western Australia to inform people about the carcinogenic properties of alcohol and associated harms. The aims of the present study were to (i) examine attitudinal and behavioural outcomes of the Spread campaign and (ii) identify demographic and drinking status factors associated with enactment of harm-reduction behaviours resulting from exposure. MethodA cross sectional survey of Western Australian drinkers (consumed alcohol at least a few times in the previous 12 months, n = 760) examined campaign recognition, campaign perceptions, and behaviours resulting from campaign exposure. Chi-square analyses and a generalised linear model were used to identify demographic and alcohol-related factors associated with behavioural outcomes. ResultsAround two-thirds of respondents recognised the campaign (65%), and of these, 22% reported successfully reducing how often or how much they drank due to seeing the campaign. Three quarters (73%) of all respondents considered the campaign message about the alcohol-cancer link to be believable. Respondents drinking at levels above the Australian guideline were less likely to have positive perceptions of the campaign than those complying with the guideline, but were more likely to report enacting the assessed harm-reduction behaviours as a result of campaign exposure. Discussion and ConclusionThe results suggest that provision of information about the alcohol-cancer link has the potential to motivate reduced alcohol consumption. Implementing such campaigns could constitute an effective alcohol harm-reduction strategy.

Citra Politik Kandidat Walikota Semarang dalam Instagram: Analisis Dramaturgi pada Pilwakot Semarang 2020

This article aims to analyze the political image of Hendrar Prihadi (Hendi), incumbent mayoral candidate of Semarang 2020 election shown on Instagram @hendrarprihadi in the midst of covid-19 pandemic. If most candidates concoct political slogans and deliver campaign promises, Hendi’s Instagram portrays more amusing content with a minimum amount of campaign messages. Dramaturgy theory used to analyze framing processes on Instagram as frontstage, and what backstage and offstage factors could affect this single candidate manage to get 91,4% of votes, even though activists consider election in the midst of pandemic as less humane, and single candidate could lower voters’ turnover. Qualitative analysis data collected from interviews and articles shows that amusing content on Hendi’s Instagram designed to pacify the public affected by covid-19, followers are easily extracted by amusing content, and as a method to sheer away from sensitive political issues. Backstage, although Semarang reported as the highest contributor of covid-19 cases in Indonesia, and numbers of rule violation campaigns, candidate characteristic, leadership, incumbent status, and also relation with public and political figure be the several things making candidate’s political image more stable, affecting candidate winning the 2020 Semarang Mayoral Election.

Luxury is what you say: Analyzing electronic word‐of‐mouth marketing of luxury products using artificial intelligence and machine learning

AbstractMany luxury brands are investing heavily in creating dynamic video content to actively engage consumers. While it is straightforward to calculate the views or “likes” from a particular campaign to benchmark performance, analyzing consumers' comments on luxury brands' dynamic video content presents a challenge due to the unstructured nature of natural language and large comment volumes. Previous studies utilizing machine learning and artificial intelligence (AI) have not adequately examined the impact of brand types, brand luxuriousness, and consumer diversity. To address this research gap, this article tests a conceptual framework with over 29,000 comments from 88 YouTube campaigns for nine luxury brands using a combination of automatic text and image analyses. The results indicate significant differences in comments' psycholinguistic nature depending on the brand's luxuriousness (premium, prestige, and exquisite) and Copelandian classification (convenience, shopping, and specialty), as well as consumers' demographic characteristics (age, gender, and ethnicity). These findings suggest that brand managers can use machine learning and AI methods to better tailor dynamic content creation to further engage diverse target segments by refining the campaign message to encourage additional engagement.

Destabilizing Race in Political Communication: Social Movements as Sites of Political Imagination

ABSTRACT How do social movement actors use consciousness-raising communicative practices to reconfigure political understandings of race? And how can such practices shape the analysis of political communication? We explore these questions by drawing on ethnographic fieldwork, semi-structured interviews, and archival materials to examine two case studies: an historical example of Grace Lee Boggs’ structural guidelines for creating a revolutionary study group in the Asian Political Alliance and a contemporary example of Equality Labs’ anti-caste political organizing by engaging across racial and caste social hierarchies. These cases illustrate the analytic value of engaging alternative theoretical frameworks of race and politics from critical ethnic studies, feminist of color scholarship, and social movements as rich sites of political theory through cultivating political consciousness in service of radical political imaginations. This article offers two main contributions to the field of political communication. First, by looking at the creative work of racial theorizing within social movements, we destabilize the limits of race as a demographic category. Second, we demonstrate the analytic value of studying political education and consciousness-raising as communicative practices that emphasize relational reconfigurations of race. This article recasts racial political discourse from public opinion and campaign messaging measured quantitatively to political imaginations that must be interpreted within historical and material contexts. As our cases demonstrate, centering the shifting category of race within movement building opens up the field of political communication to the communicative processes of consciousness-building and also offers dynamic understandings of race and racialization.

Dissemination and Implementation of a Text Messaging Campaign to Improve Health Disparities among Im/Migrant Workers.

The use of short message service (SMS) text messaging technology has grown in popularity over the last twenty years, but there is limited data on the design and feasibility of campaigns to reduce work-related injury, particularly among rural workers, non-native English speakers, and illiterate or low-literacy populations. Although there is a critical need for tech equity or 'TechQuity' interventions that reduce injury and enhance the wellbeing of under-reached communities, the barriers and benefits to implementation must be empirically and systematically examined. Thus, our team used D&I science to design and implement an 18-week texting campaign for under-reached workers with a higher-than-average risk of fatal and non-fatal injury. The experimental project was conducted with English-, Spanish-, and Vietnamese-speaking commercial fishermen in the Gulf of Mexico to test the design and feasibility, and messaging focused on preventing injury from slips, trips, and falls, as well as hurricane preparedness. The ubiquity of mobile devices and the previous success of texting campaigns made this a promising approach for enhancing health and preventing injury among an under-reached population. However, the perceived benefits were not without their barriers. The lessons learned included the difficulty of navigating federal regulations regarding limits for special characters, enrolling migratory participants, and navigating areas with limited cellular service or populations with limited accessibility to technology. We conclude with short- and long-term suggestions for future technology interventions for under-reached worker populations, including ethical and policy regulations.

Determinants of COVID-19 vaccine fatigue

There is growing concern that Coronavirus Disease 2019 (COVID-19) vaccine fatigue will be a major obstacle in maintaining immunity in the general population. In this study, we assessed vaccine acceptance in future scenarios in two conjoint experiments, investigating determinants such as new vaccines, communication, costs/incentives and legal rules. The experiments were embedded in an online survey (n = 6,357 participants) conducted in two European countries (Austria and Italy). Our results suggest that vaccination campaigns should be tailored to subgroups based on their vaccination status. Among the unvaccinated, campaign messages conveying community spirit had a positive effect (0.343, confidence interval (CI) 0.019–0.666), whereas offering positive incentives, such as a cash reward (0.722, CI 0.429–1.014) or voucher (0.670, CI 0.373–0.967), was pivotal to the decision-making of those vaccinated once or twice. Among the triple vaccinated, vaccination readiness increased when adapted vaccines were offered (0.279, CI 0.182–0.377), but costs (−0.795, CI −0.935 to −0.654) and medical dissensus (−0.161, CI −0.293 to −0.030) reduced their likelihood to get vaccinated. We conclude that failing to mobilize the triple vaccinated is likely to result in booster vaccination rates falling short of expectations. For long-term success, measures fostering institutional trust should be considered. These results provide guidance to those responsible for future COVID-19 vaccination campaigns.

Communicating about the social determinants of health: development of a local brand

ABSTRACT Background Successful comprehensive population-based approaches to chronic disease prevention leverage mass media to amplify messages and support a culture of health. We report on a community-engaged formative evaluation to segment audiences and identify major themes to guide campaign message development for a transformative health communication campaign. Methods Four key phases of campaign development: (I) Formative evaluation to identify priorities, guiding themes, and audience segments (interviews/focus groups with residents, N = 85; representatives of community-based partner organizations, N = 10); (II) Brand development (focus groups and closed-ended surveys; N = 56); (III) Message testing approaches to verbal and visual appeals (N = 50 resident intercept interviews); (IV) Workshop (N = 26 participants representing 15 organizations). Results Residents were engaged throughout campaign development and the resulting campaign materials, including the campaign name and visual aesthetic (logo, color schemes, overall look and feel) reflect the diversity of the community and were accepted and valued by diverse groups in the community. Campaign materials featuring photos of county residents were created in English, Spanish, and Hmong. Plain language messages on social determinants of health resonate with residents. The county was described as a sort of idyllic environment burdened by inequality and structural challenges. Residents demonstrated enthusiasm for the campaign and provided specific suggestions for content (education about disease risks, prevention, management; information about accessing resources; testimonials from similar people) and tone. Conclusions Communication to support a policy, systems, and environmental change approach to chronic disease prevention must carefully match messages with appropriate audiences. We discuss challenges in such messaging and effectiveness across multiple, diverse audiences.

Поляризация американских элит (На основе анализа программных заявлений кандидатов во время президентских выборов 2020 г.)

The article is devoted to the study of political polarization in the United States through the prism of the influence of various groups of American elites on this process. Empirically analyzing the campaign messages of Joseph Biden, Donald Trump and Bernie Sanders, which were spread by their electoral staff during the 2020 presidential campaign, and using the methods of network and LDA analysis, the authors attempt to determine to what extent the Democratic and Republican leaders tend to use tools that polarize society and whether the nature of the influence of these parties on the American society differs. Having documented the presence of all types of political polarization in the United States, the authors show that both Republicans and Democrats significantly add to polarization because, on the one hand, they fuel emotional tension in the society, and on the other hand, they deny legitimacy to the principles of their opponents. The analysis carried out in the article clearly demonstrates that all groups of the American political elites, regardless of party affiliation, are nearly equally susceptible to affective and positional polarization, including those whose political activity is usually assessed as depolarizing. All this refutes the widespread notion that the Republican Party, which exploits the Us vs. Them dichotomy for narrow political purposes, is primarily responsible for the polarization in the country, indicating that something bigger, rather than the rise of right-wing populism or the increased popularity of nativist movements, explains the crisis processes that have been unfolding in the recent years in the United States, as well as in other old democracies.