數(shù)學(xué)科行動(dòng)研究第一周

1、1,The influence of message: Verbal messages,教師專(zhuān)業(yè)發(fā)展研究所蔡文榮老師講授2024年2月29日星期四,2,Preface前言,We uses various signs, such as voice, language, verbal, and images to compose verbal and non-verbal messages. There are several c

2、ommunication systems, such as interpersonal communication人際傳播, small group communication小眾傳播, and mass communication. We use these systems to share meanings and build relationships.Wallace Fotheringham: Only those which

3、 are well designed and have meaningful signs can be called messages.,3,Preface前言,Section 1: dealing with traditional views about verbal message from psychological foundation.Section 2: dealing with persuasion strategies

4、, which is the purpose of communication.Section 3: dealing with framework effects and other meanings of verbal messages. Framing helps audiences to understand meaning of message.,4,2-1 Traditional view of verbal message

5、,The purpose of verbal message is to persuade target audiences in terms of cognitive, attitudinal, and behavioral change.認(rèn)知/態(tài)度/行為之改變,5,2-1 Traditional view of verbal message,一、語(yǔ)文訊息呈現(xiàn)的方式The ways to present verbal messages

6、:One-side presentation vs. two-side presentation?Hovland (1953) research on army’s morale after knowing German’s surrenderGroup1: stress on Japan’s ambitionGroup2: present Japan’s ambition & war may last longGro

7、up3: no exposure to any war newsNo difference in attitudinal change for Group1 & Group2.Educational background influences significantly on their attitude.One-side presentation reinforce original opinion (initial a

8、ttitude),6,2-1 Traditional view of verbal message,2. How to make conclusion?3. Sequence of presentation: Which goes first? Which goes last?For a given issue, the first viewpoint has a better persuasion. (Hovland, 1953)

9、,7,2-1 Traditional view of verbal message,3. Sequence of presentation: Which goes first? Which goes last?Serial-position effect:訊息提出時(shí)間影響觀眾對(duì)其記憶Primary effect初始效果：Just reviewed/received information give you the deep impr

10、essionRecency effect時(shí)近效果：Last learned/received information has best mental imageWhy? Magic 7 of your memory chunk.Just imagine icebreaking activity (in a group of more than 10 members, you probably will remember the f

11、irst ones and the last ones only.),8,2-1 Traditional view of verbal message,4. 重複訊息的效果Repetition of message and its effect：3-hit theory 三打理論：Present the message at least 3 time in a given time will have some impact. If

12、variation occurs during 3-time period, the persuasion will be better.7-hit theory 七打理論：Message occurs at least 7 times1977年基督教在三臺(tái)大打「我找到了！」運(yùn)動(dòng)。需視廣告的目的/需要/媒體企畫(huà)的評(píng)估而定,,9,2-1 Traditional view of verbal message,二、relating th

13、eories of verbal messageInoculation theory(免疫理論) ：In a given communication, message which covers slight attack and defense points will enhance existing cognition and position and thus will not change attitude easily.2-

14、side message is better to get attention雙面訊息比單面訊息更易獲得注意(attention getting)1-side message is not easy to be accepted單面訊息較不易或認(rèn)真的看待：明顯的過(guò)度說(shuō)明Attribution theory(歸因理論)：推論動(dòng)機(jī)與意圖外部/情境歸因external attribution:個(gè)體情境導(dǎo)致個(gè)體行為內(nèi)部/性格歸因inte

15、rnal attribution:個(gè)體性格導(dǎo)致個(gè)體行為,2-2 message and persuasion訊息與說(shuō)服,The purpose of communication is mostly to persuade, or at least to make audiences believe the message is real. 2 kinds of appeals(理性&感性) :Rational appeals

16、(理性訴求)：There are 3 assumptionsAudiences are totally rational. Audiences have a motivation to manipulate message.Audiences are able to manipulate message.,2-2 message and persuasion訊息與說(shuō)服,2 kinds of appeals(理性&感性) :

17、Rational appeals(理性訴求)：4 features in an ad基礎(chǔ)性性質(zhì)：功能性導(dǎo)向：機(jī)械論導(dǎo)向：邏輯性思維：Emotional appeals(感性訴求)：arousing special affection or emotional reaction so as to create psychological nearliness,2-2 message and persuasion訊息與說(shuō)服,2

18、kinds of appeals(理性&感性) :Rational appeals(理性訴求)：Emotional appeals(感性訴求)：引發(fā)特殊感情或情緒性反應(yīng)，產(chǎn)生心理上的接近性(nearliness) 。人類(lèi)情感二大類(lèi)別2 categories：Primary emotion初級(jí)：joy, acceptance, anticipation, anger, disgust, sadness, surprise,