Öz-Bilinç Duygularının Kamu Spotu Duyurularına Entegrasyonu: Suçluluk ve Utanç Sağlayan Stratejilere Dayalı Mesaj Çerçevelemenin Davranış Değişikliği Niyeti Üzerindeki Etkisi

Year 2023, , 422 - 441, 27.10.2023

Ahmet Temel

https://doi.org/10.18795/gumusmaviatlas.1361088

Abstract

Toplumsal konulara ilişkin kamu spotu duyuruları (PSA), tutum ve davranış değişikliğini oluşturarak toplumsal sorunlara dikkat çekmeyi amaçlayan önemli ikna araçları haline gelmiştir. Mevcut araştırmalar, farklı türden duygusal deneyimlerle bağlantılı olan mesaj çerçevelemenin, bireylerin algısını değiştirmede farklı roller oynadığını göstermiştir. Özellikle korku uyandıran yöntemler ve bunların etkin bir şekilde kullanımı bu alandaki bilimsel çalışmaların ana odağını oluşturmuştur. Bununla birlikte, bir araştırma dizisi ise korkunun yanı sıra, diğer duygu türlerinin de bazı ikna tekniklerinin mesaj çerçeveleme yöntemi yoluyla davranış değişikliklerinde önemli olduğunu göstermiştir. Bu son gelişmeleri takiben, bu makalede, mesaj çerçeveleme yönteminin (davranış odaklı veya benlik odaklı) farklı öz-bilinç duygularının (yani suçluluk ve utanç) farklı şekillerde kullanılarak davranış değişiklik niyeti ortaya çıkarıldığı öne sürülmüştür. Önerilen modelin temel varsayımı, ikna stratejilerine dayanan mesaj çerçeveleme tekniği kullanılarak mesajlardaki suçluluk uyandıran uyarıcıların bastırmayı ortadan kaldırması sonucu davranış değişikliği niyetine yol açtığını, mesaj çerçeveleme tekniği ile utanç uyandıran uyarıcıların ise bastırmanın etkinleştirilmesi sonucu davranış değişiklik niyetinin engellendiği yönündedir. Ayrıca bu varsayıma paralel olarak, mesaj çerçeveleme tekniği ile oluşturulan suçluluk ve utanç uyandıran uyarıcıların belirli bir toplumdaki etkinliği yerleşik kültürel yönelime göre değiştiğini öne süren alternatif bir model önerilmiştir. Konu ile ilgili önerilen model geliştirme sürecindeki bu çalışmada, suçluluk ve utanç uyandırmaya dayalı mesaj çerçevelemenin bazı örnekleri belirtilmiş ve çalışmanın sınırlılıkları ifade edilmiştir.

Keywords

Kamu spotu duyurusu, suçluluk, utanç, çerçeveleme

An Integration of Self-Conscious Emotion into Public Service Announcement: The Effect of Framing Messages Based on Guilt and Shame-Inducing Strategies on the Intention of Behavior Change

Abstract

PSAs (Public service announcements) about social issues have become important tools of persuasion that aimed to direct the public regarding attention to those problems that intended to bring attitude and behavior change. Prevailing studies indicated that message framing that links to a different type of emotional experiences has played different roles in changing the perception of individuals.Specifically, fear appeal-inducing techniques and their effectiveness were the main focus of scientific studies in the area. However, a new line of research indicated that, besides fear, other types of emotions might be important for effective message framing that can bring changes through some forms of persuasion. Following this new development, in this paper, it was proposed that the way the message is framed (either behavior-focused or self-focused) elicits different self-conscious emotions (i.e., guilt and shame) that will differently affect intention for behavior change. The core assumption of the proposed model is that messages framed based on guilt-inducing strategies may lead to intention for behavior change due to the absence of suppression, while messages framed on shame-inducing techniques suppress behavioral change due to the activation of suppression. In line with his, an alternative model was proposed which posits that the potential effectiveness of framing messages based on guilt and shame-inducing techniques varies with respect to a cultural orientation that persists in a given society. In the course of enhancing the proposed model, the paper attempts to draw some examples of message framing based on guilt and shame-inducing and concludes with limitation inherent in the current model.

Keywords

Public service announcement, guilt, shame, framing

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