The effects of 3D presentation and dependency portrayals on philanthropy.
3D technology and its effect on philanthropy is a relatively new and uncharted area of research, as stereoscopic 3DTV technology was only made available to the mass market recently. This study aims to find out if 3D presentation in a philanthropic context can change attitude towards the disabled eld...
| Main Authors: | , , , |
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| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/52502 |
| _version_ | 1826123461635866624 |
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| author | Chia, Cerlyn Shi Yun. Lee, Joel Yu Xian. Ong, Cornelius Mingren. Shum, Alan Wai Kit. |
| author2 | Jung Younbo |
| author_facet | Jung Younbo Chia, Cerlyn Shi Yun. Lee, Joel Yu Xian. Ong, Cornelius Mingren. Shum, Alan Wai Kit. |
| author_sort | Chia, Cerlyn Shi Yun. |
| collection | NTU |
| description | 3D technology and its effect on philanthropy is a relatively new and uncharted area of research, as stereoscopic 3DTV technology was only made available to the mass market recently. This study aims to find out if 3D presentation in a philanthropic context can change attitude towards the disabled elderly and increase donations, considering the aging population and rising healthcare costs in Singapore. Although portrayals of the disabled elderly in charity posters have been studied, little has been done to empirically examine the topic in the context of 3D medium. 150 participants were asked to view a charity poster shown on a television before completing a self-report survey. The posters were manipulated in either 2D or 3D format and featured a disabled elderly portrayed as either independent or dependent. The dependency portrayal yielded insignificant results on cognitive and affective attitude towards the disabled elderly, attitude towards charities, and the intention to donate. The results showed significant main effects of 3D presentation on cognitive attitude towards the disabled elderly, social presence, and favour towards the advertisement. However, no main effects were found for 3D on affective attitude, attitude towards charities, and the intention to donate. Results from mediation analyses showed that cognitive attitude towards the disabled elderly, social presence, and favour towards the advertisement were significant mediating factors for the effect of 3D presentation on certain variables. Implications with regards to the use of 3D presentation in attitude towards philanthropy and charities are discussed. |
| first_indexed | 2024-10-01T06:05:03Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/52502 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T06:05:03Z |
| publishDate | 2013 |
| record_format | dspace |
| spelling | ntu-10356/525022019-12-10T13:56:56Z The effects of 3D presentation and dependency portrayals on philanthropy. Chia, Cerlyn Shi Yun. Lee, Joel Yu Xian. Ong, Cornelius Mingren. Shum, Alan Wai Kit. Jung Younbo Wee Kim Wee School of Communication and Information DRNTU::Social sciences::Communication::Communication theories and models DRNTU::Social sciences::Mass media::Media effects 3D technology and its effect on philanthropy is a relatively new and uncharted area of research, as stereoscopic 3DTV technology was only made available to the mass market recently. This study aims to find out if 3D presentation in a philanthropic context can change attitude towards the disabled elderly and increase donations, considering the aging population and rising healthcare costs in Singapore. Although portrayals of the disabled elderly in charity posters have been studied, little has been done to empirically examine the topic in the context of 3D medium. 150 participants were asked to view a charity poster shown on a television before completing a self-report survey. The posters were manipulated in either 2D or 3D format and featured a disabled elderly portrayed as either independent or dependent. The dependency portrayal yielded insignificant results on cognitive and affective attitude towards the disabled elderly, attitude towards charities, and the intention to donate. The results showed significant main effects of 3D presentation on cognitive attitude towards the disabled elderly, social presence, and favour towards the advertisement. However, no main effects were found for 3D on affective attitude, attitude towards charities, and the intention to donate. Results from mediation analyses showed that cognitive attitude towards the disabled elderly, social presence, and favour towards the advertisement were significant mediating factors for the effect of 3D presentation on certain variables. Implications with regards to the use of 3D presentation in attitude towards philanthropy and charities are discussed. Bachelor of Communication Studies 2013-05-15T02:47:29Z 2013-05-15T02:47:29Z 2013 2013 Final Year Project (FYP) http://hdl.handle.net/10356/52502 en Nanyang Technological University 56 p. application/pdf |
| spellingShingle | DRNTU::Social sciences::Communication::Communication theories and models DRNTU::Social sciences::Mass media::Media effects Chia, Cerlyn Shi Yun. Lee, Joel Yu Xian. Ong, Cornelius Mingren. Shum, Alan Wai Kit. The effects of 3D presentation and dependency portrayals on philanthropy. |
| title | The effects of 3D presentation and dependency portrayals on philanthropy. |
| title_full | The effects of 3D presentation and dependency portrayals on philanthropy. |
| title_fullStr | The effects of 3D presentation and dependency portrayals on philanthropy. |
| title_full_unstemmed | The effects of 3D presentation and dependency portrayals on philanthropy. |
| title_short | The effects of 3D presentation and dependency portrayals on philanthropy. |
| title_sort | effects of 3d presentation and dependency portrayals on philanthropy |
| topic | DRNTU::Social sciences::Communication::Communication theories and models DRNTU::Social sciences::Mass media::Media effects |
| url | http://hdl.handle.net/10356/52502 |
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