公益短视频叙事视角及扩展叙事对于器官捐献意图影响的中介关系机制实验研究  

The Mediation Models Investigating the Influence of Narrative POV and Expanding Narratives of Public Service Short Video on Organ Donation Intentions Based on Two Experimental Studies

作　　者：郭元明 杨虓 柳旭东[1] GUO Yuanming;YANG Xiao;LIU Xudong

机构地区：[1]澳门科技大学人文艺术学院,中国澳门 [2]南方报业传媒集团今日广东国际传播中心

出　　处：《国际新闻界》2024年第3期30-54,共25页Chinese Journal of Journalism & Communication

摘　　要：本研究使用两个实验来考察公益短视频叙事视角和扩展叙事分别产生劝服效果的心理机制。实验一通过眼角膜捐献诉求短视频接触数据发现,叙事视角直接影响器官捐献意图,使用第一人称叙事相较于使用第三人称叙事的短视频更能触发人的沉浸感,而沉浸感正向影响个人的器官捐献态度和意图,验证了传输理论的基本论述。数据分析还发现,叙事视角通过沉浸感-器官捐献态度的序列中介作用对个人的器官捐献意图产生影响,显示既往研究对于叙事视角与健康行为关系的发现结果不一致,部分归因于人们在文本接触中沉浸感中介效果的差异。基于启发式处理模型,实验二进一步探究作为短视频扩展叙事的弹幕对说服效果的影响,发现眼角膜捐献诉求短视频所附着的积极的文字弹幕触发个人启发式处理,进而显著提高个人对器官捐献的消极态度并减少积极态度,由此积极的文字弹幕通过中介效应反而降低了个人的器官捐献意图。This study used two experiments to examine the psychological mechanism of the persuasion effect of narrative point of view(POV)and expanding narratives of public service short videos.Analyzing data collected from the subjects who viewed a short video presenting corneal donation appeals,the study found that narrative POV(point of view)affects the organ donation intentions directly and people exposed to first-person narratives suggest deeper immersion than thirdperson narrative viewers.Moreover,immersion has positive impact on individuals'attitudes toward and intentions of organ donations,in line with the transportation theory.Data analysis also demonstrated that POV affects individual organ donation intentions following a serial mediation model of POV-Immersion-Attitude-Intentions.The model suggests that the contradictory findings of previous studies on the relationship between POV and health behavior are partially due to the mediation effect of immersion after exposure to such messages.Experiment 2,sustained by heuristic processing model,proceeds to explore how Danmu(bullet comments)as the expanding narratives influences organ donation intentions.It revealed that positive textual Danmu also indirectly but negatively impacts people's donation intentions through boosting heuristics,which positively influences the negative attitudes and negatively influence the positive attitudes simultaneously.

关 键 词：叙事视角(POV) 沉浸感 扩展叙事 序列中介模型 实验 器官捐献意图 

分 类 号：G206[文化科学—传播学]