氣候變遷公益海報設計策略對中國公眾風險感知研究

The Influence of the Design Strategy of Climate Change Public Poster on Risk Perception of Chinese Public

龍靈(Long Ling)

指導教授 ： 賴建都

國立政治大學/傳播學院/傳播學院傳播碩士學位學程/碩士(2018年)

https://doi.org/10.6814/THE.NCCU.COMM.025.2018.F05

摘要

本研究之目的主要是探討氣候變遷公益海報採用不同訴求與訊息框架時，對中國公眾風險感知的影響，以及海報對中國公眾的說服效果。根據文獻的研究結果，本研究採用兩個步驟進行了研究：第一部分採用內容分析法，架構了「內容分析編碼表」，對WWF所發佈的關於氣候變遷之公益海報進行內容分析；第二部分採用問卷調查法，架構了「說服效果問卷量表」與「風險感知計量量表」，將問卷分為甲組（「訴求組」）（N=881）與乙組（「訊息框架組」）（N=896），以網路便利抽樣的方式，對中國公眾分別進行問卷調查。
經由內容分析研究結果顯示：WWF歷年來所發佈之氣候變遷公益海報更多採用了「感性訴求」與「負面訊息框架」。在經由對調查樣本統計分析的研究結果顯示：氣候變遷議題公益海報採用「感性訴求」與「負面訊息框架」時，中國公眾會對氣候變遷風險產生更高的「風險感知」，公眾對海報會產生更積極的「態度」與「行為意圖」；當公眾「風險感知」程度越高，其「態度」與「行為意圖」越積極；當公眾「態度」越積極，其「行為意圖」越積極。總和研究結果，可提供給政府相關機構與非政府組織在氣候變遷議題宣導相關決策之參考，以提升中國公眾氣候變遷風險的參與與行動積極性。

關鍵字

氣候變遷 ； 風險感知 ； 訴求 ； 框架 ； 說服效果

並列摘要

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.

並列關鍵字

Climate change ； Risk perception ； Appeal ； Information framework ； Persuasive effect

參考文獻

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