Applying the extended parallel process model to examine posters in the 2008 Chinese annual anti-drug campaign

Rui Shi, Michael David Hazen

Research output: Contribution to journalReview articlepeer-review

1 Scopus citations

Abstract

The present study sought to examine the content structure of the contemporary anti-drug campaign posters in China through the lens of the Extended Parallel Process Model. Four major factors of the EPPM (severity, susceptibility, response efficacy, and self-efficacy) served as the main coding categories of the content analysis to assess anti-drug posters' potential persuasiveness. The findings revealed that the severity of drug abuse (n = 130, 87.2%) was communicated significantly more frequently than the other three factors, and response efficacy (n = 10, 6.7%) was significantly less prominent than the other three factors. "Legal punishment" is the most popular severity theme for both verbal (n = 71, 47.7%) and visual (n = 55, 36.9%) threats.

Original languageEnglish (US)
Pages (from-to)60-77
Number of pages18
JournalJournal of Asian Pacific Communication
Volume22
Issue number1
DOIs
StatePublished - 2012
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Geography, Planning and Development
  • Communication
  • Business, Management and Accounting(all)
  • Economics and Econometrics

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