| Summary: | 碩士 === 世新大學 === 口語傳播學研究所 === 106 === The purpose of this study is to compare the effectiveness of audience involvement
between two MND (Ministry of National Defense) micro-films from the perspective of
narrative persuasion. Particularly, the relationships among four types of audience
involvement (transportation into the dramatic narrative, identification with characters,
parasocial interaction with characters and perceived similarity) and two types of
resistance to persuasion (perceived reactance and counterarguing) have been examined
via content analysis method.
Focusing on two micro-films released on April 1 and April 18, 2016 respectively,
this study has collected and analyzed 889 comments that have appeared on Facebook of
MND. Research findings indicate that four types of audience involvement have appeared
in FB comments for both micro-films. Specifically, the most common types of narrative
involvement is parasocial interaction with characters in the first micro-film (I Will Save
You!) but that of the second micro-film (I Am Fine, Thank You!) is identification with the
characters. Inconsistent with extant narrative persuasion literature, however, there is no
expected association between four types of audience involvement and two types of
resistance to persuasion.
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