건강뉴스보도에서 텍스트 기사의 획득․손실프레임과 시각적 이미지 예시가 수용자의 이슈지각․예방행위의도․정보획득에 미치는 영향

초록

This experimental study examined the effects of Health news’ gain- and loss-frame and gain-loss image exemplars on audience’s perception of reported issues, the prevention behavior intention, and information acquisition. A total of 154 undergraduates partook in the experiment. The theme of the news article and images was sunscreen use to prevent skin cancer. The study employed a 2(text news frames; gain/loss) x 3(Image exemplar : gain/loss/no image) between-subjects factorial experimental design. The results showed that the loss-framed text news and loss-framed image exemplar influenced the recognition of severity on skin cancer. The influence of a gain-framed text news article was reconfirmed by the prediction of the sunscreen effects, but frames of image exemplar had no effects on the prediction of sunscreen use effects. Frames of text news article and image exemplar had no effects on the prevention behavior intention. Lastly, the loss-framed text news helped audience to recognize health-related information from the experimental news article. Moreover, research participants who read the experimental news article with either loss-framed image exemplar or gain-framed image exemplar acquisited more information than those who read experimental news article with no image.

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