Abstract:PurposeHealth policies often require individuals to limit behaviours deemed enjoyable or suffer other burdens. This leads to considerable and contested discourse often played out in the popular media. The aim of this study is to determine the effects of such contested media discourse on viewers' perceived attitude change towards the target behaviour.Design/methodology/approachCombining concepts from discourse analysis and marketing-psychology elaboration models, the authors undertook an online survey in which … Show more
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