Title

預防愛滋病宣傳影片之內容分析研究: 以YouTube平台為例

Translated Titles

Content Analysis of AIDS Prevention Propaganda Videos on YouTube

Authors

魏敬桓

Key Words

訊息感官刺激值 ; 愛滋病影片 ; 內容分析 ; Message sensation value, (MSV) ; AIDS Prevention Propaganda Videos ; Content Analysis

PublicationName

樹德科技大學人類性學研究所學位論文

Volume or Term/Year and Month of Publication

2020年

Academic Degree Category

碩士

Advisor

施俊名

Content Language

繁體中文

Chinese Abstract

本研究旨在探討不同面向的愛滋病宣傳影片訊息感官刺激值(MSV)分數、不同面向的愛滋病宣傳影片以及影片訴求方式之差異分析。研究對象以YouTube平台影片為主要分析材料,包括國內政府影片38部、愛滋病民間組織10部、國外政府或個人38部、國內個人14部,合計100部影片。接著以訊息感官刺激值加以計分,運用SPSS 統計套裝軟體進行描述性統計、卡方檢定、單因子變異數分析。研究主要結果如下: 一、愛滋病宣傳影片中出現比例最高的是安全性行為主題。 二、愛滋病宣傳影片訊息感官刺激值分數中的內容類別分數偏低,顯示影片拍攝創意不足。 三、國外的愛滋病宣傳影片擅長以無對白與意想不到的形式呈現。 四、視覺類別:只有男性的影片性別平均分數顯著高於沒有性別的平均分數。男女皆有的影片性別平均分數顯著高於沒有性別的平均分數。 五、聲音類別:同時出現戶外/室內的影片場景平均分數顯著高於室內場景和沒有場景的平均分數。 六、內容類別:只有女性和沒有性別的影片在內容類別的平均分數顯著高於只有男性的平均分數。 根據前述研究結果,本研究提出以下五點建議: 一、影片的訴求必須明確 二、多嘗試不同的影片手法,例如無對白、教學/實測 三、影片裡的性別多運用女性、無性別 四、多使用同時出現戶外和室內的場景 五、提高頻道訂閱數

English Abstract

This study researched AIDS Prevention Propaganda Videos MSV score and different appeals in different orientation of analysis of variances on YouTube.38 videos from Taiwan government;10 videos from NGO;38 videos from foreign government and individual;14 videos from Taiwan Youtuber and individual, total 100 videos. This study base on MSV theory to amass the raw data use SPSS analysis of descriptive statistics, Chi-Square Test, one-way analysis of variance. The result shows that: 1. The highest ratio videos is safe sex 2. MSV score of content category is lower, it showed that insufficient creativity. 3. foreign aids video is more use no dialogue and unexpected format to perform concept. 4.visual category:only man who appear in videos average score is significance higher than no one appears videos;male and female both appear in videos average score is significance higher than no one appears videos. 5.audio category:indoor and outdoor scene both appear in videos average score is significance higher than indoor scene and no scene videos. 6.content category:only female appear video and no one appear video average score is significance higher than only male appear video. Advice 1.video appeal must be clear and definite. 2.Try more different way to film a video, like no dialogue, teach or demonstrate video. 3.Gender in videos more use female or no one factor. 4.Use more indoor and outdoor both appear scene. 5.Increase YouTube channel subscription.

Topic Category 人文學 > 人類學及族群研究
應用社會學院 > 人類性學研究所
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