영상물 시청에 발현된 감성 유인가의 차별적 영향과 편집속도와의 상호작용
Differential effects of the valenced content and the interaction with pacing on information processing while watching video clips
0
조회
0
다운로드
7
인용
0
참고문헌
키워드
초록
본 연구는 방송 영상물을 시청할 때 나타나는 감성적으로 긍정적 내용과 부정적 내용의 차별적 영향에 대해 탐구하는 한편, 형식적 특성 중 하나인 편집속도와의 상호작용을 고찰하였다. 연구는 실험으로 진행하였으며, 피험자가 메시지를 보는 동안 심박률과 피부 전도성 측정을 통해 주의와 각성 수준을 관찰하였다. 전체 메시 지를 다 본 후 피험자들은 자유회상기억에 관한 문항을 작성하였다. 연구의 결과는 각성 수준을 통제하였을 때, 수용자들은 긍정적 내용보다 부정적 내용에 더 주의를 기울였지만 기억하는 정도는 반대로 긍정적 내용이 우세하였다. 한편 편집속도를 높이는 것이 감성적인 내용에 대한 반응에서 각성, 주의, 그리고 기억 수준을 높이는 것으로 나타났다. 하지만 그 효과는 긍정적, 부정적 내용에 따라 차별적이었다. 편집속도를 높이는 것이 부정적인 내용에는 별로 효력이 없거나 오히려 악영향을 미칠 수 있다는 결과가 도출되었다. 본 연구는 감성 연구에서 감성 유인가의 비대칭성에 대한 이해를 심화하고, 또한 감성 유인가적 내용과 형식적인 특성과의 상호작용이라는 새로운 연구 영역을 제시한다.
Abstract
This study investigates differential impacts of the positive and negative content and the interaction with pacing, as a structural feature, on information processing while watching televised video clips with moderately intensive emotional tone. College participants watched six positive messages and six negative video clips lasting approximately 60 seconds. Heart rate was used to index attention and skin conductance was used to measure arousal. After all of the stimuli were shown, the participants performed the free recall questionnaire. The result demonstrates, first, positivity superiority on attention in which participants' heart rates were slower during positive content compared to during negative content. Secondly, negativity superiority was shown on free recall memory as participants remembered positive content better than did negative content. The result also manifests the interaction of emotional valence and pacing as the effects of pacing were less for the negatively emotional content compared to those for the positively emotional content. It is suggested that future studies should examine further about the differential and independent functions of positive and negative contents on information processing and the potential interaction with formal features.
참고문헌 (33)
- 김무곤, "정치광고의 기억효과와 그 규정요인에 관한 연구 : 부정·긍정 소구와 수용자의 선유경향을 중심으로", 광고학연구, 13(3), pp.103~121 (2002), 한국광고학회
- Bentler,P.M, "Semantic space is (approximately) bipolar", Journal of Psychology, 71, pp.33~40 (1969)
- Bolls,D., "The effects of message valence and listener arousal on attention, memory, and facial muscular responses to radio advertisements", Communication Research, 28, pp.627~651 (2001)
- Bradley,M.M., "Remembering pictures: Pleasure and arousal in memory", Journal of Experimental Psychology, 18, pp.379~390 (1992)
- Cacioppo,J.T., "Beyond bipolar conceptualizations and measures: The case of attitudes and evaluative space", Personality and Social Psychology, 76(5), pp.839~855 (1997)
- Clore,G.L., "Knowing, feeling, and liking: A psychological study of attraction", Journal of Research in Personality, 8, pp.218~230 (1974)
- Everett,M.W., "Influences of sensation seeking, message sensation value, and program context on effectiveness of anti-cocaine public service announcements", Health Communication, 7(3), pp.225~248 (1995)
- Fiske,S.T, "Attention and weight in person perception: The impact of negative and extreme behavior", Journal of Personality and Social Psychology, 38, pp.889~906 (1980)
- Gantz, W, "Public Service Advertising in a New Media Age: A report on television content" (2002), Family Foundation
- Geissler, G. L, "The influence of home page complexity on consumer attention, attitudes, and purchase intent", Journal of Advertising, 35(2), pp.69~80 (2006)
- Holtzworth-Munroe, A, "Causal attributions of married couples: When do they search for causes? What do they conclude when they do?", Journal of Personality and Social Psychology, 48, pp.1398~1412 (1985)
- Hopkins,R., "Electrodermal measurement. in Measuring Psychological Responses to Media", pp.113~132 (1994), Lawrence Erlbaum Associates
- Hsu, M., "Political expertise and affect: Effects on news processing", Communication Research, 20(5), pp.671~695 (1993)
- Irwin, M., "Affective stimulus value and cognitive complexity", Journal of Personality and Social Psychology, 5, pp.444~448 (1967)
- Ito, T. A, "Negative information weighs more heavily on the brain: The negativity bias in evaluative categorizations", Journal of Personality and Social Psychology, 75(4), pp.887~900 (1998)
- Lang,A, "Involuntary attention and physiological arousal evoked by structural features and mild emotion in TV commercials", communication Research, 17, pp.275~299 (1990)
- Lang,A, "The limited capacity model of mediated message processing", Journal of Communication, 50(1), pp.46~70 (2000)
- Lang,A, "Motivated cognition (LC4MP): The influence of appetitive and aversive activation on the processing of video games. in Digital Media: Transformation in Human Communication", pp.237~252 (2006), Peter Lang Publishing
- Lang,A., "The effects of production pacing and arousing content on the information processing of television messages", Journal of Broadcasting & Electronic Media, 43, pp.451~475 (1999)
- Lang,A., "Arousal, Emotion, and Memory for television messages", Journal of Broadcasting & Electronic Media, 38, pp.1~15 (1995)
- Lang,A., "The effects of related and unrelated cuts on viewers’ attention, capacity, and memory", Communication Research, 20, pp.4~29 (1993)
- Lang,A., "Processing substance abuse messages: Production pacing, arousing content, and age", Journal of Broadcasting & Electronic Media, 48(1), pp.61~88 (2004)
- Lang, A, "Processing radio PSAs: Production pacing, arousal, and age", Journal of Health Communication, 12, pp.581~599 (2007)
- Lang, A, "The effects of edits on arousal, attention, and memory for television message: When an edit is an edit can an be too much?", Journal of Broadcasting & Electronic Media, 44(1), pp.94~109 (2000)
- Lang, P. J, "Cognition in emotion: Concept and action. in Emotion, Cognition and Behavior", pp.173~194 (1984), Cambridge University Press
- Maheswaran,D., "The influence of message from and issue involvement", Journal of Marketing Research, 27, pp.361~367 (1990)
- Ochsner,K.N, "Are affective events richly recollected or simply familiar? The experience and process of recognizing feelings past", Journal of Experimental Psychology: General, 129, pp.242~261 (2000)
- Osgood,C.E, "The nature and measurement of meaning", Psychological Bulletin, 49(3), pp.197~237 (1952)
- Reeves,B, "Negative and positive television messages: Effects of message type and message context on attention and memory", American Behavioral Scientist, 34, pp.679~694 (1992)
- Reeves, B., "Attention to television: Intrastimulus effects of movement and scene changes on alpha variation over time", International Journal of Neuroscience, 25, pp.241~255 (1985)
- Schwarz,N, "Feelings as information: Informational and motivational functions of affective states. in Handbook of motivation and cognition: Foundations of social behavior", pp.527~561 (1990), Guilford Press
- Thompson,C.P, "Memory for unique personal events: Effects of pleasantness", Motivation and Emotion, 9, pp.277~289 (1985)
- Yoon,K., "The effects of arousal on liking and believability of commercials", Journal of Marketing Communications, 4, pp.101~104 (1998)