Marketing the Water-Energy-Food (Wef) Nexus: Testing Message Effects with American College Students
暫譯: 水-能源-食物 (WEF) 聯結的行銷：測試對美國大學生的訊息效果

Yao, Q. J.

Marketing the Water-Energy-Food (Wef) Nexus: Testing Message Effects with American College Students
  • 出版商: Palgrave MacMillan
  • 出版日期: 2025-08-20
  • 售價: $5,670
  • 貴賓價: 9.5 折 $5,387
  • 語言: 英文
  • 頁數: 186
  • 裝訂: Hardcover - also called cloth, retail trade, or trade
  • ISBN: 3031931475
  • ISBN-13: 9783031931475
  • 相關分類: 行銷/網路行銷 Marketing

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商品描述

This book helps readers understand the persuasiveness of popular message levels (agenda, knowledge, attitude, and behavioral intention) and factors (sidedness, conclusiveness, and gain- or loss-framing) in communicating critical environmental issues, particularly the Water-Energy-Food (WEF) Nexus. The WEF Nexus is a relatively new environmental concept that has been deemed by leading scientists and international organizations as an effective solution to water, energy, and food shortages and crises. It is vital to garner sufficient public support for the concept to function. This book addresses questions such as: How can we strategically and effectively communicate the WEF Nexus to the public to raise necessary public awareness and supportive attitudes, avoid unnecessary politicization, and secure public resources to cope with the water, energy, and food issues before they drastically deteriorate? How can some commonly used message factors affect the persuasiveness of the WEF-nexus strategic communications, and how may those communications be processed by the audience? These questions are answered with data from the National College Student Science Literacy Survey (NCSSLS), a relatively representative survey of American college students in 2016-2018, with a survey experiment included in its second round.

商品描述(中文翻譯)

本書幫助讀者理解在傳達關鍵環境議題時，流行訊息層級（議程、知識、態度和行為意圖）及因素（偏向性、結論性，以及獲益或損失框架）的說服力，特別是水-能源-食物（WEF）聯結。WEF 聯結是一個相對較新的環境概念，已被領先科學家和國際組織視為解決水、能源和食物短缺及危機的有效方案。獲得足夠的公眾支持對於該概念的運作至關重要。本書探討的問題包括：我們如何能夠策略性且有效地向公眾傳達 WEF 聯結，以提高必要的公眾意識和支持態度，避免不必要的政治化，並確保公共資源以應對水、能源和食物問題，防止其急劇惡化？一些常用的訊息因素如何影響 WEF 聯結策略性溝通的說服力，這些溝通又如何被受眾處理？這些問題的答案基於全國大學生科學素養調查（NCSSLS）的數據，該調查是2016年至2018年間對美國大學生的相對具代表性的調查，並在其第二輪中包含了一項調查實驗。

作者簡介

Dr. Qingjiang (Q.J.) Yao, Professor of Communication and Media at Lamar University (Texas, U.S.), obtained his master's degree in logic from Beijing Normal University (Beijing, China) and Ph.D. in mass communication from the University of South Carolina. He has taught strategic communication and other courses at the University of Iowa, Fort Hays State University (Kansas, U.S.), and LU. His research interests lie in examining the persuasive effects of mass, digital, and social media, publishing in such journals as the Asian Journal of Communication, China Advertising, Environment Systems and Decisions, Environment, Development and Sustainability, European Journal of East Asian Studies, European Politics and Society, Integrative Psychological and Behavioral Science, Journal of International Crisis and Risk Communication Research, Journal of Internet Law, Journal of Marketing for Higher Education, Journal of Media and Religion, Journal of Research in Interactive Marketing, Public Relations Review, Science Communication, and Telematics and Informatics, and other venues.

作者簡介(中文翻譯)

姚慶江博士，美國德克薩斯州拉馬大學（Lamar University）傳播與媒體教授，於北京師範大學獲得邏輯碩士學位，並在南卡羅來納大學獲得大眾傳播博士學位。他曾在愛荷華大學、堪薩斯州的福特海斯州立大學（Fort Hays State University）及拉馬大學教授戰略傳播及其他課程。他的研究興趣在於探討大眾媒體、數位媒體及社交媒體的說服效果，並在《亞洲傳播期刊》（Asian Journal of Communication）、《中國廣告》（China Advertising）、《環境系統與決策》（Environment Systems and Decisions）、《環境、發展與可持續性》（Environment, Development and Sustainability）、《歐洲東亞研究期刊》（European Journal of East Asian Studies）、《歐洲政治與社會》（European Politics and Society）、《整合心理與行為科學》（Integrative Psychological and Behavioral Science）、《國際危機與風險傳播研究期刊》（Journal of International Crisis and Risk Communication Research）、《網路法律期刊》（Journal of Internet Law）、《高等教育行銷期刊》（Journal of Marketing for Higher Education）、《媒體與宗教期刊》（Journal of Media and Religion）、《互動行銷研究期刊》（Journal of Research in Interactive Marketing）、《公共關係評論》（Public Relations Review）、《科學傳播》（Science Communication）及《電信與資訊學》（Telematics and Informatics）等期刊發表過研究成果。

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