愛滋病宣導訊息策略之溝通效果 The Communication Effect of Message Strategy for HIV/AIDS

Date
2015
Authors
蕭宇宏
Yu-Hong Siao
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Abstract
愛滋汙名問題,我國政府持續應用大眾媒體推展愛滋宣導教育,期盼透過宣導澄清對愛滋患者的錯誤迷思。其中,如何藉適當傳播方式發揮其宣導之成效即扮演著重要角色。本研究旨在探討結合廣告訴求策略與心理模擬的愛滋宣導訊息內容中,不同宣導訊息策略對閱聽人溝通效果之影響,並以自我效能作為調節變項。透過準實驗法探究其所提出之研究問題,自北部某綜合型大學以便利抽樣方式抽取210名18至25歲間的學生進行實驗,實驗操弄為「愛滋病宣導訊息策略」,刺激因子為「訴求策略(理性、感性、道德)」與「心理模擬(有、無)」,為3X2的雙因子實驗設計,藉以瞭解溝通成效之差異。有效資料經統計分析歸納主要研究結果發現: 一、感性訴求與道德訴求均具有較良好之溝通效果,尤其對於接收宣導訊息內容、提升關懷愛滋行動的意願更具有顯著助益;整體而言,愛滋宣導運用感性訴求會具有較佳之溝通效果。 二、理性訴求對瞭解愛滋患者的關懷需求較有幫助,對其他訊息的表現則較差;顯示對各種訴求進行武斷分法並不妥適,應就理論系統而言,揉合各訴求元素相互輔佐,以發揮其訴求策略之綜效。 三、不論使用何種訴求策略,愛滋病宣導訊息中只要加入心理模擬的元素,皆會有較良好的溝通效果;其中又以感性訴求結合心理摸擬元素具有最強之溝通成效。 四、自我效能的高低不會影響愛滋宣導的溝通效果;自我效能不論高與低的組別,在愛滋病宣導訊息中均可達成良好之溝通成效。
AIDS stigma problem, government continued to use the mass media propaganda promotion of AIDS education, and look forward to clarify the myth of AIDS patients through advocacy error. Among them, the effectiveness of how to prompt the proper dissemination of propaganda is important. This study was designed to investigate the combination of advertising appeal strategies and mental simulations of the AIDS advocacy analog message content, the different advocacy strategies to communicate messages to affect the results of the Audience, and self-efficacy as a moderator.The method uses a quasi-experimental research method, the total experimental sampling was 210 by convenience sampling from age 18 to 25.The experimental manipulation of "AIDS advocacy message strategy" stimulating factor "appeal strategies (rational, emotional, moral)" and "mental simulations (with control or not)," two-factor for the 3X2 experimental design.According to the research results and conclusions. Importantfindings of the research are: 1) Emotional appeal and moral appeal of communication have relatively good results, especially for the willingness to receive advocacy message content, improve care for AIDS action more significant benefit; overall, AIDS advocacy will have better use of emotional appeal communication effectiveness. 2) The rational understanding of the demands of the care needs of AIDS patients than help, the performance of the other messages are poor; display of various demands were arbitrarily divided applicable law and wrong, the system should be made in terms of theory, combines elements of various demands of each other assistant to exert its appeal strategy effects. 3) Regardless of which demands strategy, AIDS advocacy message just add an element of mental simulations, all have relatively good communication effect; among which simulates the emotional appeal combined with psychological elements of communication with the strongest results. 4) The level of self-efficacy does not affect communication effects of AIDS advocacy; Self-efficacy regardless of the high and low groups in AIDS advocacy messages in the communication both can achieve a good result.
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Keywords
愛滋病, 宣導訊息, 訴求策略, 溝通效果, AIDS, advocacy messages, demandsstrategy, communication effect
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