Murdock, Graham (author), Petts, Judith (author), and Horlick-Jones, Tom (author)
Format:
Book chapter
Publication Date:
2003
Published:
UK
Location:
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D07372
Notes:
Pages 156-178 in Nick Pidgeon, Roger E. Kasperson and Paul Slovic (eds.), The social amplification of risk. Cambridge University Press, Cambridge, United Kingdom. 448 pages.
24 pages., via online journal., The present study investigated the effects of communication styles, source expertise, and audiences’ preexisting attitudes in the contexts of the debate regarding genetically modified organisms. A between-subject experiment (N = 416) was conducted manipulating communication styles (aggressive vs. polite) and the expertise of the communicator (scientist vs. nonscientist) in blog articles. The results showed significant effects of communicator expertise and individuals’ preexisting attitudes on writer likability and message quality, depending on the communication style used. Expectancy violation was found as a significant mediator that explains the differences. These findings provided a plausible explanation for the way in which communication styles work in science communication contexts and offered practical implications for science communicators to communicate more strategically.
Agricultural Communications Documentation Center, Funk Library, University of Illinois Document Number: D07370
Notes:
Pages 123-137 in Nick Pidgeon, Roger E. Kasperson and Paul Slovic (eds.), The social amplification of risk. Cambridge University Press, Cambridge, United Kingdom. 448 pages.