Celebrating the 45th Anniversary of the University of Macau:

Computational Social Sciences Workshop | Perceived Message Effectiveness (PME) and its Application to Youth

Speaker: Prof. Seth M. Noar, Howard & McLean Parker Distinguished Professor, UNC Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, USA

Date: 14/5/2026 (Thursday)

Time: 13:30 – 15:00

Venue: E21B-G016

Language: English

Register: https://isw.um.edu.mo/evmapp/register/css_noar

Abstract:

There has been some robust debate in the communication field about the relationship between people’s perceptions of health messages and their actual impact. This talk will focus on the concept of perceived message effectiveness (PME) and its’ relationship to actual message effectiveness. The development and validation of a new perceived message effectiveness scale for youth tobacco prevention will be presented, with implications for the use of PME ratings in message development and testing for health communication.

Bio:

Prof. Seth M. Noar, PhD is the Howard & McLean Parker Distinguished Professor at the UNC Hussman School of Journalism and Media, University of North Carolina at Chapel Hill, and a member of the Cancer Prevention and Control Research Program. His research focuses on how strategic communication can effectively change health behaviors, drawing on qualitative, quantitative, and meta-analytic methods. His work spans HIV/STD prevention and, more recently, cancer communication, with a strong emphasis on tobacco prevention and control.

For those who have registered and attended the workshop, 1 SP & 15.0 “Knowledge integration ” (CS) will be given to each student. Please note the following guidelines of Smart Point scheme:

• Students who attend the WHOLE activity and arrive ON TIME will be given one Smart Point;
• Students who arrive late or leave early within 10 minutes will be given only half a Smart Point;
• Students who arrive late or leave early over 10 minutes will NOT be given any Smart Point;
• Students who leave the venue during the activity for over 15 minutes will NOT be given any Smart Point;
• Students are required to check in/out of the activity with Student ID Card.

Enquiry: 8822 8976 or fss.enquiry@um.edu.mo