Fear Appeals and the Formation of Active Publics

Examined the process through which a fear appeal may transform low-involvement audiences into active publics. Cognitive and emotional responses of 102 uninvolved undergraduate viewers to a film on environmental contamination were analyzed along with their coping strategies used to handle the threat. The research integrates J. Grunig's (1982) situational theory (ST) of publics with R. Rogers's (1975) protection-motivation theory to expand the predictive ability of the ST. Posttest public membership, cognitive activity, and emotional arousal during viewing were related to Ss' preferences for coping through message resistance, seeking additional information, or taking action on the film's topic. Results suggest that cognition and affect mediate viewers' responses to a fearful message, thereby contributing to the creation of active publics who are persuaded to take action on a problem.