건강 메시지의 독이성과 소통 효과
Readability of Health Messages and Its Communicative Effect
1
조회
0
다운로드
4
인용
0
참고문헌
키워드
초록
Objectives: Developing efficient health messages is important for improving health behaviors at a societal level. This study attempts to test a few variables that could constitute the elements for measuring readability of health message. The number of subject-verb relationships in a sentence, placement of jargon, i.e., explication before or after each jargon, and the number of less familiar Chinese characters were manipulated to hypothetically differentiate readability. Methods: In a 2 x 2 mixed factorial experiment, 152 college students read two health messages regarding side effect of health functional food and energy drink. The participants' perceived readability was asked, and eight questions were developed to measure the participants' recognition of the health information. Results: Those who read messages manipulated to have high readability rated the message significantly higher than those who read messages with low readability. Also,the former answered the questions more correctly than the latter, implying the association between readability and knowledge acquisition regarding health. Conclusions: Readability is suggested as a factor determining the effect of health messages in affecting the public's health risk perception and relevant behaviors. Further studies to sophisticate the measurement itself and to examine the effect of actual public messages with different readabilities are suggested.
Abstract
Objectives: Developing efficient health messages is important for improving health behaviors at a societal level. This study attempts to test a few variables that could constitute the elements for measuring readability of health message. The number of subject-verb relationships in a sentence, placement of jargon, i.e., explication before or after each jargon, and the number of less familiar Chinese characters were manipulated to hypothetically differentiate readability. Methods: In a 2 x 2 mixed factorial experiment, 152 college students read two health messages regarding side effect of health functional food and energy drink. The participants' perceived readability was asked, and eight questions were developed to measure the participants' recognition of the health information. Results: Those who read messages manipulated to have high readability rated the message significantly higher than those who read messages with low readability. Also,the former answered the questions more correctly than the latter, implying the association between readability and knowledge acquisition regarding health. Conclusions: Readability is suggested as a factor determining the effect of health messages in affecting the public's health risk perception and relevant behaviors. Further studies to sophisticate the measurement itself and to examine the effect of actual public messages with different readabilities are suggested.
참고문헌 (30)
- Banks, S. M., "The effects of message framing on mammography utilization", Health Psychology, 14(2), pp.178~194 (1995)
- Cha, B., "Some thoughts on developing a measurement tool for Korean readability", Newspaper Research Institute at Seoul National University, 25, pp.113~132 (1988)
- 차동필, "공포소구 메시지의 위협과 효능감 수준에 따른 설득효과 : 공포소구 모델 EPPM의 적용", 한국언론학보, 50(4), pp.411~436 (2006), 한국언론학회
- 최인숙, "텍스트의 언어적 난이도 측정 공식 비교 연구 - 초중고 교과서를 중심으로 -", 정보관리학회지, 22(4), pp.173~195 (2005), 한국정보관리학회
- Danielson, W. A., "Computer automation of two readability formulas", Journalism Quarterly, 40, pp.201~206 (1963)
- Detweiler, J. B., "Message framing and sunscreen use: Gain-framed messages motivate beach-goers", Health Psychology, 18(2), pp.189~196 (1999)
- Entman, R. M., "Framing: Toward clarification of a fractured paradigm", Journal of Communication, 43, pp.51~58 (1993)
- Flesch, R, "Marks of a readable style: A study in adult education", pp.1943
- Fry, E, "Fry's readability graph: Clarification, validity and extension to level 17", Journal of Reading, 21, pp.242~252 (1977)
- Garcia-Retamero, R, "How to reduce the effect of framing on messages about health", Journal of General Internal Medicine, 25(12), pp.1323~1329 (2010)
- Gastel, B, "Health writer's handbook" (2005), Blackwell Publishing
- Higgins, E. T, "Knowledge activation: Accessibility, applicability, and salience, In Social psychology: Handbook of basic principles", pp.133~168 (1996), Guilford Press
- 홍경진, "헬스 리터러시 측정을 위한 공공기관 건강정보의 활용 가능성 탐색", 보건교육건강증진학회지, 29(3), pp.53~61 (2012), 한국보건교육건강증진학회
- Jones, L. W., "The effects of source credibility and message framing on exercise intentions, behaviors, and attitudes: An integration of the Elaboration Likelihood Model and Prospect Theory", Journal of Applied Social Psychology, 33(1), pp.179~196 (2003)
- 주영기, "한국 언론의 신종플루 보도 연구: 진단과 예후 프레이밍을 중심으로", 한국언론학보, 55(5), pp.30~54 (2011), 한국언론학회
- Kang, S, "Comparison of the readability of science and social studies textbooks", Journal of the Society for the International Gifted in Science, 3, pp.55~65 (2009)
- Kim, S, "The Korean newspaper's coverage pattern regarding public health", 석사, pp.1994
- 김수진, "공중유형과 메시지 프레이밍이건강위험 커뮤니케이션 태도에 미치는 영향 : 분노행동주의모델(Anger Activism Model)의 적용", 한국언론학보, 53(2), pp.231~253 (2009), 한국언론학회
- 김종화, "건강보도에서 획득ㆍ손실 프레임과 예시가 이슈의 지각과 예방행위 의도에 미치는 영향", 한국언론학보, 56(1), pp.5~30 (2012), 한국언론학회
- Klare, G. R, "The measurement of readability" (1963), Iowa State University Press
- Klare, G. R, "Readable computer documentation", ACM Journal of Computer Documentation, 24(3), pp.148~168 (2000)
- Lang, A, "The limited capacity model of mediated message processing", Journal of Communication, 50, pp.46~70 (2000)
- Lang, A, "Using the limited capacity model of motivated mediated message processing to design effective cancer communication messages", Journal of Communication, 56, pp.S57~S80 (2006)
- Leshner, G, "Scare’ em or disgust ’em: The effects of graphic health promotion messages graphic health messages", Health Communication, 24, pp.447~458 (2009)
- Leshner, G, "The effects of frame, appeal, and outcome extremity of antismoking messages on cognitive processing", Health Communication, 24(3), pp.219~227 (2009)
- Leshner, G., "When a fear appeal isn’'t a fear appeal: The effects of graphic anti-tobacco messages", Journal of Broadcasting & Electronic Media, 54(3), pp.485~507 (2010)
- Park, J, "Public health and medical reporting" (2001), Communication Books
- Rothman, A. J., "The strategic use of gain and loss-framed messages to promote healthy behavior: How theory can inform practice", Journal of Communication, 56, pp.202~220 (2006)
- Rothman, A. J, "Shaping perceptions to motivate healthy behavior: The role of message framing", Psychological Bulletin, 121, pp.3~19 (1997)
- Yu, N., "Communicating the risks of fetal alcohol spectrum disorder: Effects of message framing and exemplification", Health Communication, 25(8), pp.692~699 (2010)