APPLYING THE EXTENDED PARALLEL PROCESS MODEL TO EXAMINE POSTERS IN 2008 CHINESE ANNUAL ANTI-DRUG CAMPAIGN

The present study sought to examine the content structure of the current anti-drug campaign messages 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 the posters’ potential persuasiveness. The findings revealed that the severity of drug abuse and drug trafficking was communicated significantly more frequently than the other three factors, and response efficacy were significantly less prominent than the other three factors.

Grantor dc:publisher

Wake Forest University

Year dc:date.issued

2009

Author dc:creator

• Shi, Rui

• EPPM

Language dc:language.iso

en_US

Handle dc:identifier.uri

http://hdl.handle.net/10339/14716

OAI identifier oai:identifier

oai:wakespace.lib.wfu.edu:10339/14716