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The Korean Society for Journalism & Communication Studies - Vol. 68 , No. 1
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Korean Journal of Journalism & Communication Studies - Vol. 65, No. 6, pp. 202-248
Abbreviation: KSJCS
ISSN: 2586-7369 (Online)
Print publication date 31 Dec 2021
Received 08 Oct 2021 Accepted 01 Dec 2021 Revised 15 Dec 2021
https://doi.org/10.20879/kjjcs.2021.65.6.005

메시지의 생생함과 권고 구체성이 확산과 설득에 미치는 영향
김지수** ; 김현석***
**서울대학교 언론정보학과 석사 (mini940310@gmail.com)
***서울대학교 언론정보학과 부교수 (hyunsuk.kim@snu.ac.kr)

How Message Vividness and Recommendation Specificity Affect Diffusion and Persuasion
Jisu Kim** ; Hyun Suk Kim***
**Master, Department of Communication, Seoul National University (mini940310@gmail.com)
***Associate Professor, Department of Communication, Seoul National University, corresponding author (hyunsuk.kim@snu.ac.kr)
Contributed by footnote: ** now an inspector at the Seoul Yangcheon Police Station (현 서울양천경찰서 경위).

Funding Information ▼
초록

이 연구는 메시지의 생생함과 권고 구체성이 이야기에의 몰입을 통해 경찰 홍보 동영상의 확산과 설득에 미치는 영향을 온라인 실험을 통해 검증했다. 또한, 메시지 수용자의 경찰에 대한 기존 태도 및 몰입성이 이러한 간접효과 과정을 어떻게 조절하는지 살펴봤다. 연구 결과, 생생함의 정도가 높은 경찰 홍보물은 생생함의 정도가 낮은 홍보물보다 홍보물에 대한 몰입을 더 많이 유발함으로써 해당 홍보물에 관한 대화 의도, 홍보물 공유 의도, 홍보물의 지각된 효과성, 경찰 신뢰도를 높이는 경향을 보였는데, 이러한 간접효과 양상은 경찰에 대한 기존 태도가 덜 우호적인 사람에게서만 나타났다. 연구 결과가 확산 및 설득 커뮤니케이션에서의 메시지 효과 연구와 소셜미디어를 활용한 공공 커뮤니케이션 캠페인에 대해 갖는 이론적·실천적 함의를 논의했다.

Abstract

This study examined how message vividness and recommendation specificity affect the virality and persuasiveness of online police promotional videos that feature police officers arresting criminals or rescuing citizens. Specifically, the present study tested how (a) the vividness of the testimonials of police officers or citizens and (b) the specificity of recommendations to call 112 for police shape the extent to which such narrative-based police promotional videos facilitate people’s transportation into the videos, thereby heightening intentions to engage in interpersonal conversation about and social sharing of the videos (i.e., diffusion), and increasing perceived effectiveness of the videos and trust in the police (i.e., persuasion). The study further investigated how prior attitudes toward the police and transportability moderate the indirect effects of message vividness and recommendation specificity on diffusion and persuasion via narrative transportation. An online experiment (N = 532) was conducted with a 2 (message vividness [between-subjects]: high vs. low [audiovisual vs. text testimonial]) × 2 (recommendation specificity [between-subjects]: high vs. low [detailed vs. brief information about how to call 112 for police]) × 2 (video topic [within-subjects]: arrest vs. rescue) mixed design. Participants were randomly assigned to one of the four between-subjects conditions and watched two videos with different topics (i.e., arrest vs. rescue) in random order. To reduce the potential of case-category confounding, the current study used a multiple-message design approach by creating four videos for each experimental condition and showing one randomly selected video to the participants. The results indicated that prior attitudes toward police interacted with message vividness to indirectly influence diffusion and persuasion by shaping narrative transportation. Specifically, participants who watched more vivid police promotional videos, as compared to those exposed to less vivid videos, experienced greater transportation, which in turn led them to (a) have higher intentions to talk about and share the videos with their social networks, and (b) perceive the videos as more persuasive and show greater trust in the police, but only among those who had unfavorable prior attitudes toward the police. Such indirect effects of message vividness were not found among those who had more favorable prior attitudes. Message vividness did not significantly interact with recommendation specificity or transportability to affect the level of transportation. Recommendation specificity did not impact transportation, either independently or in combination with prior attitudes toward the police or transportability. The findings are discussed in light of their theoretical and practical implications for message effects research on viral and persuasive communication, and for social media-based public communication campaigns.

KeywordsDiffusion, Persuasion, Vividness, Recommendation Specificity, Message Effects
키워드: 확산, 설득, 생생함, 권고의 구체성, 메시지 효과
Acknowledgments

This paper is based on Jisu Kim's master's thesis at Seoul National University. This work was supported by the Ministry of Education of the Republic of Korea and the National Research Foundation of Korea (NRF-2021S1A5A8065401) and the Institute of Communication Research at Seoul National University. (본 논문은 김지수의 서울대학교 석사학위논문의 일부를 수정·보완한 것입니다. 본 연구는 2021년 대한민국 교육부와 한국연구재단의 인문사회분야 신진연구자지원사업[NRF-2021S1A5A8065401]과 서울대학교 언론정보연구소의 지원을 받았습니다.)

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