The Communication Effect of Message Strategy for HIV/AIDS

• Main Authors: Yu-Hong Siao, 蕭宇宏
• Other Authors: Li-hsing Liu
• Format: Others
• Language: zh-TW
• Online Access: http://ndltd.ncl.edu.tw/handle/09392359631137285299

碩士 === 國立臺灣師範大學 === 圖文傳播學系 === 103 === AIDS stigma problem, government continued to use the mass media propaganda promotion of AIDS education, and look forward to clarify the myth of AIDS patients through advocacy error. Among them, the effectiveness of how to prompt the proper dissemination of propaganda is important. This study was designed to investigate the combination of advertising appeal strategies and mental simulations of the AIDS advocacy analog message content, the different advocacy strategies to communicate messages to affect the results of the Audience, and self-efficacy as a moderator.The method uses a quasi-experimental research method, the total experimental sampling was 210 by convenience sampling from age 18 to 25.The experimental manipulation of "AIDS advocacy message strategy" stimulating factor "appeal strategies (rational, emotional, moral)" and "mental simulations (with control or not)," two-factor for the 3X2 experimental design.According to the research results and conclusions. Importantfindings of the research are: 1) Emotional appeal and moral appeal of communication have relatively good results, especially for the willingness to receive advocacy message content, improve care for AIDS action more significant benefit; overall, AIDS advocacy will have better use of emotional appeal communication effectiveness. 2) The rational understanding of the demands of the care needs of AIDS patients than help, the performance of the other messages are poor; display of various demands were arbitrarily divided applicable law and wrong, the system should be made in terms of theory, combines elements of various demands of each other assistant to exert its appeal strategy effects. 3) Regardless of which demands strategy, AIDS advocacy message just add an element of mental simulations, all have relatively good communication effect; among which simulates the emotional appeal combined with psychological elements of communication with the strongest results. 4) The level of self-efficacy does not affect communication effects of AIDS advocacy; Self-efficacy regardless of the high and low groups in AIDS advocacy messages in the communication both can achieve a good result.