Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood
The study aimed to examine the differential effects of watching edutainment and documentary videos on the viewers’ intention to donate organ. This study used the Elaboration Likelihood Model developed by Petty and Cacioppo (1986) to investigate the process of persuasion in both edutainment and d...
| Main Authors: | , , |
|---|---|
| Format: | Article |
| Language: | English |
| Published: |
Penerbit UKM
2014
|
| Subjects: | |
| Online Access: | http://eprints.usm.my/35284/1/JKom_suriani.pdf |
| _version_ | 1797009388395823104 |
|---|---|
| author | Ghazali, Suraini Mustafa, Hasrina Omar, Bahiyah |
| author_facet | Ghazali, Suraini Mustafa, Hasrina Omar, Bahiyah |
| author_sort | Ghazali, Suraini |
| collection | USM |
| description | The study aimed to examine the differential effects of watching
edutainment and documentary videos on the viewers’ intention to
donate organ. This study used the Elaboration Likelihood Model
developed by Petty and Cacioppo (1986) to investigate the process
of persuasion in both edutainment and documentary exposure
conditions. Using an experimental research method, the study also
explored the effect of three different times’ exposures: pre, post and
follow-up (after one-month) on the viewers’ intention to donate
organ. A total of 164 participants were recruited to participate in
this study and they were randomly assigned to the two treatment
groups; the edutainment video group and the documentary
video group. Statistical analyses used in this study were Pearson
Correlation Coefficients, Multiple Regression and One Way
Repeated Measure ANOVA with Post-Hoc test. The results of the
study supported the premises of the Elaboration Likelihood Model
which showed that the persuasive process in the edutainment group
was associated with the peripheral route (i.e: a process which was
not mediated by counter arguing and reactants), while the process
in the documentary group was associated with the central route (i.e:
a process which was mediated by counter arguing and reactants).
The study also found that participants in the documentary group
were more incline towards donating their organs than those in the
edutainment group which further contested on the previous claims
on the effectiveness of edutainment in the process of persuasion. |
| first_indexed | 2024-03-06T15:04:59Z |
| format | Article |
| id | usm.eprints-35284 |
| institution | Universiti Sains Malaysia |
| language | English |
| last_indexed | 2024-03-06T15:04:59Z |
| publishDate | 2014 |
| publisher | Penerbit UKM |
| record_format | dspace |
| spelling | usm.eprints-352842017-07-03T08:14:08Z http://eprints.usm.my/35284/ Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood Ghazali, Suraini Mustafa, Hasrina Omar, Bahiyah L Education (General) LB Theory and practice of education The study aimed to examine the differential effects of watching edutainment and documentary videos on the viewers’ intention to donate organ. This study used the Elaboration Likelihood Model developed by Petty and Cacioppo (1986) to investigate the process of persuasion in both edutainment and documentary exposure conditions. Using an experimental research method, the study also explored the effect of three different times’ exposures: pre, post and follow-up (after one-month) on the viewers’ intention to donate organ. A total of 164 participants were recruited to participate in this study and they were randomly assigned to the two treatment groups; the edutainment video group and the documentary video group. Statistical analyses used in this study were Pearson Correlation Coefficients, Multiple Regression and One Way Repeated Measure ANOVA with Post-Hoc test. The results of the study supported the premises of the Elaboration Likelihood Model which showed that the persuasive process in the edutainment group was associated with the peripheral route (i.e: a process which was not mediated by counter arguing and reactants), while the process in the documentary group was associated with the central route (i.e: a process which was mediated by counter arguing and reactants). The study also found that participants in the documentary group were more incline towards donating their organs than those in the edutainment group which further contested on the previous claims on the effectiveness of edutainment in the process of persuasion. Penerbit UKM 2014 Article PeerReviewed application/pdf en cc_by http://eprints.usm.my/35284/1/JKom_suriani.pdf Ghazali, Suraini and Mustafa, Hasrina and Omar, Bahiyah (2014) Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood. Jurnal Komunikasi, Malaysian Journal of Communication , 30 (2). pp. 1-20. ISSN 2289-1528 http://ejournal.ukm.my/mjc/index |
| spellingShingle | L Education (General) LB Theory and practice of education Ghazali, Suraini Mustafa, Hasrina Omar, Bahiyah Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood |
| title | Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood |
| title_full | Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood |
| title_fullStr | Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood |
| title_full_unstemmed | Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood |
| title_short | Kesan drama hibur-didik dan dokumentari dalam mempengaruhi niat untuk menderma organ: satu eksperimen berteraskan model Elaboration Likelihood |
| title_sort | kesan drama hibur didik dan dokumentari dalam mempengaruhi niat untuk menderma organ satu eksperimen berteraskan model elaboration likelihood |
| topic | L Education (General) LB Theory and practice of education |
| url | http://eprints.usm.my/35284/1/JKom_suriani.pdf |
| work_keys_str_mv | AT ghazalisuraini kesandramahiburdidikdandokumentaridalammempengaruhiniatuntukmendermaorgansatueksperimenberteraskanmodelelaborationlikelihood AT mustafahasrina kesandramahiburdidikdandokumentaridalammempengaruhiniatuntukmendermaorgansatueksperimenberteraskanmodelelaborationlikelihood AT omarbahiyah kesandramahiburdidikdandokumentaridalammempengaruhiniatuntukmendermaorgansatueksperimenberteraskanmodelelaborationlikelihood |