교육적 오락물의 설득효과 감소요인에 대한 탐색적 연구 - 설득지식과 사전태도의 영향을 중심으로

초록

The purpose of this research is to examine the impacts of persuasion knowledge andpre-attitude on responses to a persuasive entertainment education program. Persuasionknowledge model was adopted as the theoretical frame and information about thesensational identity of entertainment program was used to activate audience'spersuasion knowledge(i.e. resistance). Pre-attitude was measured by the degree ofconcern about the persuasion topic. The experiment was designed by persuasionknowledge(2) × pre-attitude(2) and participants were randomly assigned in one of theconditions and rated their attitude for the persuasion topic. The implicit measure forattitude was included in addition to the explicit measures in order to reveal unconsciousattitudinal changes. The results showed that the allegedly effective entertainmenteducationcan confront the resistance of the audience in some contexts. A significantinteraction of knowledge × pre-attitude was found in the result of the implicit attitude. The individuals with high concern about the persuasion topic, compared to those withlow concern, were more influenced by the entertainment program and also persuasionknowledge. The interaction was not significant on the explicit attitude, which maypresent the usefulness of the implicit measure in entertainment-education research.

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