The Meaning and the application of attitude change principles of message design in PTS mini-series “Year of the rain”

• Main Authors: Yi-Ru Xu, 許宜茹
• Other Authors: Tzong-Wei Li
• Format: Others
• Language: zh-TW
• Published: 2012
• Online Access: http://ndltd.ncl.edu.tw/handle/67085000794848686317

碩士 === 國立臺北教育大學 === 教育傳播與科技研究所 === 100 === This study discussed the process and influentical factors of the main character’s attitude change in PTS mini-series “Year of the rain” through the attitude change principle of message design . In Taiwan, TV-viewing has always been the main leisure activity, and the TV-dram, which reflectes the daily life and has the function of social education and values is among the most important TV genre. The study uses “Year of the rain” as text due to the characteristics of PTS’s non-profit position. Attitude change includes cognition, behavior , affection, and value, not just only based on the rational judgement, affective and emotional factor also play its role. Text analysis and in-depth interview are conducted to collect the data. Researcher first edited the “Year of the rain” into a six-section, total 66 minutes condensed version, Secondly, researcher uses the attitude change principle to analyze the edited text. Thirdly, interview the playwrighter if the text analysis is correct. Finaly, researcher synthesizes the result. The results are as follows: 1. The affection and persistant contact of human interaction has certain influence toward attitude change. 2. The behavior and performance of certain character can help observing the result of attitude change. 3. The attitude change of character of “Year of the rain” is consistent with the attitude change principle of message design 4. The unique characteristics of PTS drama can promote the social positive force, and help educate the public through the entertaining media