전통문화 공공캠페인 메시지 전략에서 메시지 프레이밍과메시지 지향성의 역할: 가치지각과 심각성 인식에 대한 영향력을 중심으로

초록

Korea has experienced a change in its industrial structure because of external and internal shocks. These changes have resulted in a movement toward the destruction of traditional life and have made the transmission of traditional culture to new generation difficult. This phenomenon in Korea has been exacerbated by rapid modernization and urbanization, which has increased the ambivalence about traditional and foreign cultures. Since, traditional culture has been handed down through generation to preserve a unique national identity and values, preserving and passing on traditional culture to the community as a whole merits the effort it requires. The purpose of this study was to determine whether the public capaign for the maintenance of Korean traditional culture has had an effect oby exploring the campaign's influence on perceived value and perceived risk. We have classified four types of messages based on message framing (positive vs. negative) and message orientation (self-oriented vs. other-oriented) and conducted 2×2 experiment using data from 665 subjects. We also have used multi-analysis of covariance (MANCOVA) and a t-test to test the message framing and orientation. Our results have showed that perceived value was more influenced by positively framed messages than negatively framed messages, but perceived risk is more influenced by negatively framed messages. With regard to message orientation, both perceived value and perceived risk were more influenced by other-oriented messages. Finally, we have investigated the interaction effect of message framing and message orientation and found that negatively framed and other-oriented message have a more favorable impact the others do. These results have indicated that the campagn's messages regarding Korea's traditional culture should be other-oriented. We expect the results of our research to be used to develop effective public campaigns and message strategies in the area of traditional culture. Thus, our research provide a useful guideline for effective message planning strategy for the public campaign on the preservation and transmission of Korean traditional culture. The implications of these findings were also discussed.

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