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題名 | 公關第三人效果:一個策略性的思考方向=The PR Third Person Effects: A Strategic Thinking |
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作者 | 林維國; | 書刊名 | 傳播文化 |
卷期 | 10 民92.秋 |
頁次 | 頁129-174 |
分類號 | 541.84 |
關鍵詞 | 公共關係; 第三人效果; 大眾傳播研究; Public relations; Third person effects; Mass communication research; |
語文 | 中文(Chinese) |
中文摘要 | 本研究嘗試以公共關係研究中「心理認知學派」角度出發,探索第三人效果連結於公共關係策略的相互關係,據此對公關策略提出新的建議,冀望達到更佳的公關效果。第三人效果假說強調:閱聽人傾向於高估媒介內容對他人在態度和行為上的影響力。本研究以探索性研究出發,並推論公關人員或說服者,可以運用表面上以某類受眾作為說服對象,實際上卻是為了使實際目標公眾(即第一人)相信第三人會被媒體說服後所產生的認知改變作為策略,進而使實際目標公眾在態度或行為上隨之改變。 本研究運用調查法,有效樣本為1,207,針對四項假設進行檢驗,實證資料結果顯示,目標公眾(target audience)會認為大眾媒體內容或透過大眾媒體的公關訊息對他人的影響大於對自己本身的影響(公關第三人效果,PR third person effects)。議題涉入程度(issue involvement)愈高,目標公眾認為大眾媒體內容或透過大眾媒體的公關訊息對他人的影響大於對自己本身的影響的程度就愈高。就人口變項而言,目標公眾的公關第三人效果的高低,與其教育程度和與年齡相關。再者,目標公眾的公關第三人效果與其對公關僱主的企業形象(corporate reputation)亦具有相關性;又因為議題涉入程度與第三人效果之間的重要關係,為使第三人效果與公關僱主的企業形象的相關性得到更進一步的確認,經過再確認分析的結果顯示,議題涉入程度與雇主的企業形象之間的關係亦獲得實證資料的支持,詳細數據及相關論述本文均有討論。 |
英文摘要 | This study intends to explore the interrelationships between the third person effects and public relations strategies. The study follows psychological / cognitive approach of PR study. This study provides an alternative strategy for achieving better PR effects. The third person hypothesis predicts that audiences tend to over-estimate the influences of mass memdia on the attitudes and behaviors of others. This study, as an exploratory research, posits that PR strategists would achieve different, even better, PR outcomes by influencing the first person (the real targeted audiences) via the third person effects. The present study employs survey method to test four hypotheses, based on 1,207 samples. The empirical data indicated that, the target audience considered media effects on others greater than that on themselves so that the hypothesis of “The PR Third Person Effects” was supported. Higher, issue involvement generated greater “The PR Third Person Effects.” As for demographic variables, education and age were significant for the effects to take occur in target audience. In addition, “The PR Person Effects” was correlated with “corporate reputation.” Because of the important relationships between issue involvement and the third person effects in conventional wisdom, this study tested issue involvement and “corporate reputation” to double confirm correlations between “The PR Third Person Effects” and “corporate reputation.” This test for issue involvement was also supported. Detailed numbers rational are discussed in the study. |
本系統之摘要資訊系依該期刊論文摘要之資訊為主。