ScholarWorks@숙명여자대학교

초록

Objectives This study aimed to explore effective PR campaign message strategies designed to improve public awareness of low birthrate issues as a potential approach to addressing the problem. Specifically, it investigated how different types of low birthrate PR messages—emotion-focused messages and policy-focused messages—could affect message attitudes and childbearing intentions. In addition, the moderating role of issue distance in influencing the effectiveness of these message types was empirically examined. Methods An online survey was conducted with men and women aged 20 to 40 residing in Seoul metropolitan area. A between-subject experimental design was employed based on message type (emotion-focused messages vs. policy-focused messages) to examine how issue distance regarding the low birthrate issue (proxy vs. distal) could influence message attitudes and childbearing intentions. Data were analyzed using Hayes’ PROCESS macro-Model 1. Spotlight analysis was also performed. Results Message type did not have a significant effect on message attitudes or childbearing intentions. However, the main effect of issue distance was found to be significant and the moderating effect of issue distance on the persuasive impact of message type was partially statistically significant. Results indicated that emotion-focused messages were more effective when issue distance was perceived as close, while policy-focused messages were more effective when issue distance was perceived as distant. Conclusions This study holds academic significance in that it examines effectiveness of low birthrate messages from the perspective of PR communication. It also offers practical significance by contributing to the development of message communication strategies that can be applied in practice. In particular, this study explored the moderating effect of issue distance, a personal characteristic, on message types. It also investigated actual messages. By doing so, it highlights the need to reconsider issues and directions of currently implemented messages.

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