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Our health is largely linked to our actions, habits and lifestyles. This implies greater personal and responsibility and, at an institutional level, the possibility and the obligation to act to prevent diseases and promote a healthy behaviour. Persuasive communication is one of the main tools for pursuing this goal. In fact, it has proven effective in promoting a change in attitudes, intentions and behaviours. Given these assumptions, the research investigates the possibility of simultaneously using two of the most effective communication strategies (fear appeal is message framing), evaluating which combination is more persuasive in promoting important preventive behaviour, such as the use of sunscreen.
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Our health is largely linked to our actions, habits and lifestyles. This implies greater personal and responsibility and, at an institutional level, the possibility and the obligation to act to prevent diseases and promote a healthy behaviour. Persuasive communication is one of the main tools for pursuing this goal. In fact, it has proven effective in promoting a change in attitudes, intentions and behaviours. Given these assumptions, the research investigates the possibility of simultaneously using two of the most effective communication strategies (fear appeal is message framing), evaluating which combination is more persuasive in promoting important preventive behaviour, such as the use of sunscreen.
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« Les civilisations ont été créées et guidées jusqu'ici par une petite aristocratie intellectuelle, jamais par les foules. Ces dernières n'ont de puissance que pour détruire. Leur domination représente toujours une phase de désordre. Une civilisation implique des règles fixes, une discipline, le passage de l'instinctif au rationnel, la prévoyance de l'avenir, un degré élevé de culture, conditions totalement inaccessibles aux foules, abandonnées à elles-mêmes. Par leur puissance uniquement destructive, elles agissent comme des microbes qui activent la dissolution des corps débilités ou des cadavres. Quand l'édifice d'une civilisation est vermoulu, les foules en amènent l'écroulement. C'est alors qu'apparaît leur rôle. Pour un instant, la force aveugle du nombre devient la seule philosophie de l'histoire. » Les idées exposées dans cet ouvrage, publié en 1895, semblèrent alors fort paradoxales. Ce texte est devenu un classique, traduit dans de nombreuses langues, dont la lecture et l'étude sont toujours d'actualité et font partie de la formation de toutes les nouvelles générations de jeunes sociologues.
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Our health is largely linked to our actions, habits and lifestyles. This implies greater personal and responsibility and, at an institutional level, the possibility and the obligation to act to prevent diseases and promote a healthy behaviour. Persuasive communication is one of the main tools for pursuing this goal. In fact, it has proven effective in promoting a change in attitudes, intentions and behaviours. Given these assumptions, the research investigates the possibility of simultaneously using two of the most effective communication strategies (fear appeal is message framing), evaluating which combination is more persuasive in promoting important preventive behaviour, such as the use of sunscreen.
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