| Summary: | 碩士 === 國立嘉義大學 === 行銷與運籌研究所 === 96 === The mass media is the main source of political information for the general public. Mass media has played a crucial role in providing the public with social and political knowledge. Whereas news story is not objective, it tends to present the side of issue. Then, it will influence general publics’ thought and attitude on this issue. This phenomenon is framing effects. There are three purposes in this study. First, this study investigates the effects of message framing on issue attitude. Second, this study compares framing effects between easy issue-euthanasia and hard issue- vaccinate against influenza. Finally, this study investigates the effects of message framing and source credibility on issue attitude.
There were two experiments conducted.Experiment1 is 2(message framing: positive/ negative) between-subjects factorial experimental design. Its research backgrounds are easy issue-euthanasia and hard issue- vaccinate against influenza.
The purpose of this experiment is to investigate the effects of message framing on issue attitude and examine framing effects across two issue types. Experiment2 is 2(message framing: positive/ negative )×2(source credibility: high/ low) between- subjects factorial experimental design. Its research backgrounds still are easy issue-euthanasia and hard issue- vaccinate against influenza. The purpose of this experiment is to investigate the effects of message framing and source credibility on issue attitude.
Result from experiment1 suggests that subjects have more positive responses when the message is framed positively. Besides, framing effects of hard issue is weaker than easy issue. Result from experiment2 suggests that subjects have most positive responses (supporting this issue) when the message is framed positively and source credibility is high than in any other condition. In contrast, subjects have most negative responses (opposing this issue) when the message is framed negatively and source credibility is high than in any other condition.
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