"Some people may prefer watching video to reading text," notes Tappin. "For example, platforms like TikTok are heavily video-based, and the audience is mostly young adults. Among such audiences, a ...

Persuasion is part art and part science. There are many data-based strategies to successfully create persuasive communication. That's the science. Likewise, there are just as many techniques for ...

Video clips are only modestly more persuasive to audiences than the written word is, according to researchers who conducted an experiment about political misinformation. It might seem that video would ...