影片促進高中生氣候行為意圖之效果研究

Abstract

氣候變遷是一種跨領域的複雜現象，與經濟、社會、環境、文化均密切相關。因此，人們對於氣候變遷的理解也受到不同因素的影響，而有不同的識覺和相應的行動。為讓社會大眾更容易了解氣候變遷所帶來的負面影響，科學家、學者、傳播者等常以「氣候視覺化」的手段，利用豐富的影像增進人們對於氣候變遷的認識。在網路消費市場不斷成長的趨勢下，影片的影響力日益受到重視，並被證實有效促進民眾對氣候變遷的理解。然而氣候變遷影片常使用戲劇化或誇大的情境，以引起觀眾對氣候變遷議題的關注和重視，但這樣的做法可能對民眾採取因應氣候變遷行動產生反效果。為了增進氣候變遷傳播的實質影響力，了解受眾的特質，並使用有效的傳播策略是重要的。本研究以受眾分層理論，探討提升傳播有效性的關鍵要素，歸納受眾分層的相關研究及近期應用，同時探討影片的訊息框架、情緒作用對個人的氣候行為意圖的影響。本研究以全國高中生作為研究對象，透過網路問卷蒐集研究資料，分析分為兩步驟，使用集群分析法將高中生進行分群，再透過資料分析，找出有效促進各子群體偏好的影片框架類型。預期結果為瞭解影片影響高中生行為意圖的效果、如何以氣候變遷知識及識覺將高中生分群，以及影片框架對於不同群體的效果差異。Climate change is a complex interdisciplinary phenomenon closely related to economy, society, environment and culture. Therefore, people's understanding of climate change is also affected by different factors, and they have different perceptions and corresponding actions. In order to make it easier for the general public to understand the negative impacts of climate change, scientists, scholars, and communicators often use "climate visualization" to enhance people's understanding of climate change with rich images. With the growing trend of the online consumer market, the influence of videos has been increasingly valued, and hasbeen proven to be effective in promoting public understanding of climate change. However, climate change films often use dramatic or exaggerated situations to arouse the audience's attention and attention to the issue of climate change, but such an approach may have a negative effect on the public's actions to address climate change. To increase the substantive impact of climate change communication, it is important to understand the characteristics of the audience and use effective communication strategies.

Based on the theory of audience segmentation, this study explores the key elements of improving the effectiveness of communication, summarizes the relevant research and recent applications of audience stratification, and discusses the impact of the film's message framework and emotional effects on individual climate behavior intentions. This study takes high school students across the country as the research object, and collects research data through online questionnaires. The analysis is divided into two steps. It is expected to use the cluster analysis method to group high school students, and then through data analysis, find out the videos that effectively promote the preferences of each subgroup frame type. The expected results are to understand the effect of the film on the behavioral intentions of high school students, how to group high school students with climate change knowledge and awareness, and the difference in the effect of film frames on different groups.