碩士 / 國立政治大學 / 傳播學院傳播碩士學位學程 / 106 / The purpose of this study is mainly to explore the influence of climate change public service posters on the risk perception of Chinese public with different appeals and information frameworks, as well as the persuasive effect on Chinese public which is brought by the posters.
According to the research result of the literature, this study was mainly studied in two steps, the first part is designed to adopt the content analysis method and construct the "content analysis coding table", and the content analysis of public service posters released by WWF on climate change was being conducted; the second part is designed to adopt the questionnaire survey method which aims at constructing the "persuasive effect questionnaire scale" and "risk perception scale". The questionnaire group was designed to be divided into group A ("appeal group") (N=881) and group B ("information framework group") (N=896), and a questionnaire survey was conducted on the Chinese public by the way of the convenience of network sample sampling.
Through content analysis, the results showed that: the public service posters on climate change released by WWF over the years adopt more "emotional appeal" and "negative information framework". And the results concluded from a statistical analysis of the survey sample showed that with the adoption of "emotional appeal" and "negative information framework" by the public service posters on climate change issues, the Chinese public will have a higher "risk perception" to climate change risk and also the Chinese public will produce more positive "attitude" and "behavioral intention" to the posters. The higher the degree of risk perception of the public, the more positive the "attitude" and "behavioral intention" will be, the more positive the public's attitude is, the more positive their intentions will be. Summarizing the result of the study, it could offer references for relating government agencies and NGOs to initiate relevant decisions on climate change issues, thus the participation and initiative of Chinese public climate change risk can be enhanced and improved.
| Identifer | oai:union.ndltd.org:TW/106NCCU5375058 |
| Date | January 2018 |
| Creators | Long, Ling, 龍靈 |
| Contributors | Lai, Chien-Tu, 賴建都 |
| Source Sets | National Digital Library of Theses and Dissertations in Taiwan |
| Language | zh-TW |
| Detected Language | English |
| Type | 學位論文 ; thesis |
| Format | 126 |
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