Palabras clave
Emociones
Encuadramiento visual positivo y negativo
Mensajes COVID-19
Experimento
Cómo citar
Resumen
Un reciente meta-análisis reveló que mensajes persuasivos enmarcados en ganancias inducen emociones positivas en la audiencia mientras que mensajes encuadrados en pérdidas inducen emociones negativas; más aún, la experiencia de emociones positivas potencia la influencia de los encuadramientos de ganancia mientras que las emociones negativas aumentan los efectos de los enmarques de pérdida. Esto sugiere que los efectos de los encuadres de ganancia versus pérdida en la adherencia del público al mensaje son mediados por emociones. Como se sabe que las mujeres experimentan más emociones negativas que los hombres, en el presente estudio exploratorio nosotros evaluamos sesgos de género en las emociones negativas inducidas por imágenes que acompañaban a textos con recomendaciones nutricionales para prevenir la severidad de los síntomas de COVID-19. Los textos estuvieron encuadrados en no-pérdidas. Usando fotos de un ataúd versus una familia, encontramos una robusta interacción imagen x género entre trabajadores de un hospital en Lima, Perú: mientras que el ataúd tendía a aumentar las emociones negativas de las mujeres, aquellas de los hombres presentaban una tendencia opuesta. Así, concluimos que la intervención de emociones en un mismo proceso de persuasión puede terminar en adherencias diferentes de hombres y mujeres al mensaje y esto debe estudiarse. Los investigadores que ignoren la variable género en el encuadramiento visual de mensajes pueden arribar a conclusiones distorsionadas.
Citas
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Derechos de autor 2024 Federico R. León, María I. Calixto, Agustín Espinosa, Carla Huapaya