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NTIS 바로가기감성과학 = Science of emotion & sensibility, v.18 no.3, 2015년, pp.49 - 62
이승조 (중앙대학교 미디어커뮤니케이션학부) , 이한규 (중앙대학교 미디어커뮤니케이션학부)
This study investigates the interactive effects of guilt appeal level and empathic disposition (personal distress/empathic concern) on responses over the international relief messages. Guilt appeal level refers to the high or low degree of a message eliciting guilty feeling from the recipient. Empat...
핵심어 | 질문 | 논문에서 추출한 답변 |
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기아에 허덕이거나 재난을 당한 사람들에 대한 지원은 무엇에 의지하고 있는가? | 본 연구는 죄책감 소구 수준과 공감적 개인성향(empathic disposition)의 상호작용이 국제기아 돕기를 촉구하는 메시지의 효과에 미치는 영향을 살펴보고자 한다. 기아에 허덕이거나 재난을 당한 사람들에 대한 지원은 상당 부분 개인의 나눔과 봉사활동에 의지하고 있다(Chang & Lee, 2009). 그래서 개인의 집합체인 공중을 대상으로 한 설득 메시지는 돕기 활동의 중요한 매개체 역할을 한다. | |
돕기를 촉구하는 메시지는 어떤 방식을 이용하는가? | 그래서 개인의 집합체인 공중을 대상으로 한 설득 메시지는 돕기 활동의 중요한 매개체 역할을 한다. 돕기를 촉구하는 메시지는 흔히 슬픔, 분노 등의 부정적 감성에 소구하는 방식을 이용한다(Vitaglione & Barnett, 2003). 도움을 필요로 하는 대상의 처지를 더욱 어렵고 고통스럽게 묘사하는 것이 메시지의 효과를 높이는 주요한 방법이 되기 때문이다(Sung et al. | |
죄책감 유도는 돕기 메시지의 효과를 높이기 위한 방법으로 주목받아 왔으나 상황에 따라 역효과를 불러오는데 그 이유는 무엇인가? | 그 이유는 몇 가지로 추정할 수 있다. 죄책감 소구는 상황에 따라 성가심이나 수치심 등 설득 효과를 감소시키는 다른 부정적 감성도 활성화시킬 수 있다(Coulter & Pinto, 1995; Bennett, 1998). 그리고 부정적 감성을 지나치게 유발하는 설득 방식은 수용자로 하여금 그 의도를 의심하게 한다(Cotte et al., 2005). 즉, 내용에 의해 발현된 부정적 감성 반응이 메시지 자체에 대한 부정적 평가로 이어져 저항을 초래할 수 있다(Fishbein et al., 2002). |
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