Journal of Korean Society of Forest Science (한국산림과학회지)

Korean Society of Forest Science (한국산림과학회)
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A New Approach to Communication Method in Forest Science and Media Type Effects: An Application of Elaboration Likelihood Model

새로운 산림커뮤니케이션 접근방법의 모색과 미디어별 효과 차이: 정교화 가능성 모델의 적용

  • Hong, Sung-Kwon (Department of Environmental Science, Konkuk University) ;
  • Park, Mi Sun (Institute of Forest Policy, University of Goettingen) ;
  • Kim, Jae Hyun (Department of Environmental Science, Konkuk University) ;
  • Lee, Sang-Woo (Department of Environmental Science, Konkuk University)
  • Received : 2007.03.23
  • Accepted : 2007.07.05
  • Published : 2007.09.30
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Abstract

This study testes an application possibility of the Elaboration Likelihood Model broadly used in communication science into forest science and examines the communication effects according to the media types. To examine the effectiveness of this model, the study sets involvement, the need for cognition, and the need for effect as motivation variable and prior knowledge as an ability variable. Most variables appear to be significant in the regression analysis and results of the study verify the possibility of the application of the Elaboration Likelihood Model in forest science. To measure the media effects, a simulation is also carried out using three media including television, newspaper, and the Internet. According to ANOVA analysis, television is more persuasive than newspaper, and there is no difference between television and the Internet in terms of persuasiveness. Regarding recall, television and the Internet are more effective than newspaper. Finally, the present study suggests effective and efficient forest communication policies based on the results.

본 연구는 커뮤니케이션 분야에서 보편적으로 사용되고 있는 정교화 가능성 모델이 산림분야에서도 적용 가능한지와 미디어간 커뮤니케이션 효과 차이를 검증하고자 하였다. 이 모델이 제시하고 있는 주요 변수인 동기변수(관여도, 인지욕구 및 감성욕구)와 능력변수(사전 지식)가 태토변화에 미치는 영향력을 회귀분석으로 검토한 결과, 대부분의 독립변수들은 유의성이 높아 산림분야도 이 모델을 적용할 수 있다는 것이 확인되었다. 미디어 효과는 TV, 인터넷 및 신문으로 동일한 메시지를 전달한 후, 미디어별 설득력과 회상의 차이로써 검증하였다. 분산분석 결과, TV가 신문보다 설득력이 있었지만 TV와 인터넷 간에는 차이가 없었다. 회상의 경우에는 인터넷과 TV가 신문보다 효과적이었다.

Keywords

Acknowledgement

Supported by : 건국대학교

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