The Impact of Infographics on the Processing of Messages and Attitude

• Main Authors: Hsieh, Yi-Ling, 謝依霖
• Other Authors: Chen, Wen-Yin
• Format: Others
• Language: zh-TW
• Published: 2018
• Online Access: http://ndltd.ncl.edu.tw/handle/e64bp6

碩士 === 國立臺北科技大學 === 工業設計系創新設計碩士班 === 106 === Nowadays, people need to acquire and be able to apply popular science knowledge; it is an important ability to possess an established knowledge of “scientific literacy” in this digital technology era. This research is based on the concept of information visualization, where people can more efficiently organize information, and therefore increase their understanding of science. More importantly, if people increase their knowledge visually, then low-involved recipients of popular science information are more likely to enhance positive attitudes and an aroused interest in the field of science; the goal is for them to gradually contribute to establishing and promoting scientific literacy. In support of this goal, this study explores how to present the category of “use value” in infographics and from the perspective of “narrative structure” and “narrative method” so that low-involved recipients can still enjoy good “understanding” and “attitude” after reading scientific information. The research methods are divided into three main stages. After discussing the application of narrative structure and method, the first stage is to design four groups of experimental samples, as follows: A: The composition of a depiction narrative structure and an author-oriented narrative method; B: The composition of a depiction narrative structure and a reader-oriented narrative method; C: The composition of a flashback narrative structure and an author-oriented narrative method; D: The composition of a flashback narrative structure and a reader-oriented narrative method. The experimental samples will be revised based on the experts suggestions. The second stage is to establish the experimental questionnaire. Using the method of expert review, we will examine 103 effective questionnaires to analyze the factors and revise the questionnaire as necessary. The third stage is to carry out the formal test with a total of 290 effective questionnaires. After the ANOVA analysis, the results were as follows: (1) The infographics composed of different narrative structures and narrative method result in a significant difference in understanding, and the receiver obtained a better understanding using the narrative structure of “flashbacks” and “author-oriented” narrative methods. From this result, we understand that the narrative structure of infographics agrees with the theory of “primacy effect of Serial Position Effect.” In addition, this combination makes continued reading more attractive and clearly understanding to the recipient. (2) For recipients of the low involvement level of popular science knowledge, there is a significant difference in the degree of understanding after reading the infographics. Among the four groups of samples in which the narrative structure is of “flashbacks” and the composition is of the “author-oriented” narrative method, the recipient has a better understanding of the degree, in line with the first-mentioned serial position effect. Therefore, if the low involvement degree is the target recipient, the dissemination of the “use value” category of popular science knowledge, using a “flashbacks” narrative structure, and an “author-oriented” composition for the infographics will deliver the information more efficiently. In future designs for this category of infographics, it is recommended to use this combination to disseminate information because while it allows recipients to have a good understanding and attitude, it also gradually cultivates scientific literacy.