공공 커뮤니케이션 갬페인 설계의 과학적 접근: 미디어 효과, 설득 및 행동변화 이론의 통합화 모형의 활용 = A Scientific Approach to the Design of Public Communication Campaigns: Integration and Utilization of Theories of Media Effects, Persuasion and Behavior Change

국문 초록 (Abstract)

금연이나 AIDS 예방과 같은 건강 관련 행동이나 가정폭력 예방이나 환경보호와 같은 사회적 이슈에서 사회 구성원의 인지나 태도, 또는 행동의 변화를 모색하는 공공 커뮤니케이션 캠페인의 역할은 점차 강조되고 있다. 이러한 커뮤니케이션 캠페인을 설계하고 실행하는 과정에서 발견되는 중요한 문제 중의 하나는 궁극적인 행동변화를 유발하는데 장애가 되는 요인들을 극복하기 위하여 어떻게 관련성이 높은 커뮤니케이션과 설득, 행동변화의 기제를 발견하고 이를 효과적으로 캠페인에 적용할 수 있는가 하는 것이다. 본 논문에서는 Prochaska 등 (1992)의 변화의 단계 모형(stages of change model)을 하나의 이론적 준거 틀로 활용하여 미디어의 효과 이론(의제설정 이론, 다단계 흐름 모형, 프레이밍 효과 등), 설득 이론(정교화가능성 모형, 방어동기 이론 등), 그리고 행동변화 이론 (합리적 행동 이론, 사회 인지 이론, 태도 접근가능성 모형 등)들을 통합함으로써 커뮤니케이션 캠페인의 목적을 보다 효과적이고도 과학적으로 달성할 수 있는 접근 방법을 제시하고자 하였다. 또한 이를 통해 커뮤니케이션 수용자의 세분화, 커뮤니케이션 캠페인 목표의 설정, 캠페인 전략 및 메시지 설계 등에 관한 함의를 논의하였다.

다국어 초록 (Multilingual Abstract)

As public communication campaigns grow more sophisticated and strategic, a central problem in the planning of public communication campaigns to change individual's behaviors and mobilize public action is how to identify and apply appropriate communication, persuasion, and behavior change theories to overcome obstacles to behavior change. The stages of change model provides a useful framework for integrating theories of media effects, such as agenda setting, multi-step flow of communication, framing; theories of persuasion, such as the elaboration likelihood model and protection motivation theory; and theories of behavior change, such as the theory of reasoned action, social cognitive theory, and attitude accessibility, for communication campaign purposes. Implications for audience segmentation, selection of campaign objectives, campaign strategy, and message design are discussed.

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