<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0188-252X</journal-id>
<journal-title><![CDATA[Comunicación y sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Comun. soc]]></abbrev-journal-title>
<issn>0188-252X</issn>
<publisher>
<publisher-name><![CDATA[Universidad de Guadalajara, Departamento de Estudios de la Comunicación Social]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0188-252X2022000100401</article-id>
<article-id pub-id-type="doi">10.32870/cys.v2022.8402</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Encuadre del mensaje y autoeficacia. Un análisis en campañas sociales de salud en jóvenes españoles]]></article-title>
<article-title xml:lang="en"><![CDATA[Message framing and self-efficacy. An analysis in social health campaigns in young Spaniards]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernandez-Lores]]></surname>
<given-names><![CDATA[Susana]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Crespo-Tejero]]></surname>
<given-names><![CDATA[Natividad]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Fernández-Hernández]]></surname>
<given-names><![CDATA[Ruth]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,ESIC University ESIC Business &amp; Marketing School ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,ESIC University ESIC Business &amp; Marketing School ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,ESIC University ESIC Business &amp; Marketing School ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Spain</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2022</year>
</pub-date>
<volume>19</volume>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_arttext&amp;pid=S0188-252X2022000100401&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_abstract&amp;pid=S0188-252X2022000100401&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.mx/scielo.php?script=sci_pdf&amp;pid=S0188-252X2022000100401&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El presente estudio tiene como objetivo examinar la eficacia de tres campañas de salud con diferente tipo de encuadre dirigidas a jóvenes durante la pandemia por COVID-19. También analizamos el impacto emocional de cada campaña, así como el papel de la autoeficacia en el éxito de las campañas examinadas. Los datos obtenidos muestran que el mensaje más moderado y menos explícito, pero más cercano a la realidad de los jóvenes, tuvo un impacto emocional más eficaz. Además, en cuanto a la autoeficacia, los resultados revelan su papel discriminativo en el éxito de las campañas analizadas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O presente estudo tem como objetivo examinar a eficácia de três campanhas de saúde com diferentes tipos de enquadramento destinadas a jovens durante a pandemia de COVID-19. Também analisamos o impacto emocional de cada campanha, bem como o papel da autoeficácia no sucesso das campanhas examinadas. Os resultados mostram que a mensagem mais moderada e menos explícita, mas mais próxima da realidade dos jovens, teve um impacto emocional mais efetivo. Além disso, quanto à autoeficácia, os resultados revelam seu papel discriminatório no sucesso das campanhas analisadas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The present study aims to examine the effectiveness of three health campaigns with different types of framing aimed at young people during the COVID-19 pandemic. We also analyzed the emotional impact of each campaign, as well as the role of self-efficacy in the success of the analyzed campaigns. The results show that the more moderate and less explicit message, but closer to the reality of young people, had a more effective emotional impact. Furthermore, as regards self-efficacy, the results show its discriminating role in the success of the campaigns analyzed.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Encuadre]]></kwd>
<kwd lng="es"><![CDATA[campañas de salud]]></kwd>
<kwd lng="es"><![CDATA[emociones]]></kwd>
<kwd lng="pt"><![CDATA[Enquadramento]]></kwd>
<kwd lng="pt"><![CDATA[campanhas de saúde]]></kwd>
<kwd lng="pt"><![CDATA[emoções]]></kwd>
<kwd lng="pt"><![CDATA[jovens]]></kwd>
<kwd lng="pt"><![CDATA[marketing social]]></kwd>
<kwd lng="en"><![CDATA[Social marketing]]></kwd>
<kwd lng="en"><![CDATA[health campaigns]]></kwd>
<kwd lng="en"><![CDATA[framing]]></kwd>
<kwd lng="en"><![CDATA[emotions]]></kwd>
<kwd lng="en"><![CDATA[self-efficacy]]></kwd>
</kwd-group>
</article-meta>
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