Russell Cristel Antonia, Russell Dale W, Grube Joel W
The University of Auckland Business School, Owen G. Glenn Building, 12 Grafton Road, Private Bag 92019, Auckland 1142, New Zealand, Email:
J Advert. 2009 Fall;38(3):97-112. doi: 10.2753/JOA0091-3367380307.
This research contributes to the extant literature on television influence by pairing a stimulus-side approach documenting how information is presented within a TV series with a response-side assessment of whether connectedness and exposure to a series influence the processing of that information differently depending on its format. The inquiry focuses on the nature and impact of messages about alcohol contained within a youth oriented TV program. The findings indicate that the recall and perception of the more overt negative messages increase with exposure and that receptiveness to the subtle and less remembered positive messages increases with levels of program connectedness. Highly connected viewers are both more receptive to and in greater agreement with the underlying positive alcohol message communicated in the series.
本研究通过将一种记录电视剧中信息呈现方式的刺激侧方法，与一种关于关联性和对电视剧的接触是否会根据信息格式不同而影响该信息处理方式的反应侧评估相结合，为有关电视影响的现有文献做出了贡献。该调查聚焦于一部面向青少年的电视节目中有关酒精信息的性质和影响。研究结果表明，随着接触次数的增加，对较为明显的负面信息的回忆和认知也会增加，而对微妙且不太容易记住的正面信息的接受度则随着节目关联性的提高而增加。关联性高的观众对该剧中传达的潜在正面酒精信息不仅更易接受，而且认同度更高。
