Sensemaking and Persuasive Sensegiving: The Thank You North East Regional COVID-19 Campaign, the Brief We Never Wanted!

IF 1.5 Q2 COMMUNICATION Journal of Creative Communications Pub Date : 2024-08-22 DOI:10.1177/09732586241258651
Thomas Ellis, Sarah Bowman
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Abstract

The article explores the sensemaking/sensegiving dimensions of emotion, temporality and materiality and their relevance in shaping individual and collective behaviour. The impact of COVID-19 with its multitude of conflicting messages relating to ‘considerate behaviour’, provides a backdrop to explore how sensemaking and persuasion in relation to sensegiving are critical components of public communication efforts. A case study interpretivist approach is used, drawing on the UK-focused regional ‘Thank You North East’ campaign. This is underpinned by semi-structured interviews with the planning and creative teams responsible for the campaign.Evidence suggests that by recognising the human significance of these three dimensions of sensemaking, Aristotelian modes of persuasion (Pathos, Ethos, Logos and Kairos) can be made more meaningful. By focusing on ‘meaning-making’ as a form of persuasion, belonging and identification are encouraged, improving the perception of empathy within public health communication campaigns. The article provides a new interdisciplinary framework that synthesises scholarship from behaviour sciences, organisational studies and promotional communications and, as such, fills a literary gap where sensemaking in social marketing and communication is currently under-explored. It has further practical value, utilising insights from industry professionals to frame this new sensemaking model against creative execution.
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感性创造与说服性感性给予:感谢东北地区 COVID-19 运动》,《我们从未想要的简报》!
这篇文章探讨了情感、时间性和物质性的感官建立/感官给予层面,以及它们在塑造个人和集体行为中的相关性。COVID-19 的影响及其与 "体贴的行为 "相关的众多相互冲突的信息,为探讨与 "感觉给予 "相关的 "感觉建立 "和 "说服 "如何成为公共传播工作的关键组成部分提供了背景。本研究采用了案例研究解释主义方法,借鉴了以英国为重点的地区性 "感谢东北 "活动。有证据表明,通过认识到 "意义生成 "这三个方面的人文意义,亚里士多德的说服模式(Pathos、Ethos、Logos 和 Kairos)可以变得更有意义。通过将 "意义塑造 "作为一种说服形式,可以鼓励归属感和认同感,从而提高公共卫生传播活动中的共鸣感。这篇文章提供了一个新的跨学科框架,综合了行为科学、组织研究和宣传传播学的学术成果,因此填补了目前对社会营销和传播中意义建构探索不足的文学空白。这篇文章还具有进一步的实用价值,它利用行业专业人士的真知灼见,将这一新的感官建立模式与创意执行相结合。
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来源期刊
CiteScore
2.70
自引率
26.70%
发文量
20
期刊介绍: The Journal of Creative Communications promotes inquiry into contemporary communication issues within wider social, economic, marketing, cultural, technological and management contexts, and provides a forum for the discussion of theoretical and practical insights emerging from such inquiry. The journal encourages a new language of analysis for contemporary communications research and publishes articles dealing with innovative and alternate ways of doing research that push the frontiers of conceptual dialogue in communication theory and practice. The journal engages with a wide range of issues and themes in the areas of cultural studies, digital media, media studies, technoculture, marketing communication, organizational communication, communication management, mass and new media, and development communication, among others. JOCC is a double blind peer reviewed journal.
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