模糊的意愿:器官捐献广告对大学生认知冲突的影响与重建

Ambiguous Intention: Influence and Reconstruction of Organ Donation Advertisements on Cognitive Conflicts among College Students

本文以建构主义的受众研究为视角,探讨了大学生对器官捐献广告的认知及其在器官捐献议题上的认知建构路径。通过10组分阶段的焦点小组访谈,研究发现大学生对器官捐献议题存在显著的认知模糊与认知冲突;以器官捐献广告为代表的大众传媒对该议题的传播策略需进一步改善,应更多地从受众的认知建构入手,关注受众认知水平的提升和认知冲突的解决。本研究以期通过对受众认知与传播效果的探讨为器官捐献议题传播的相关研究提供理论借鉴与实践参考。

From the perspective of constructivism's audiences study,this article explores the cognition of college students on organ donation advertisements and the cognitive construction path on organ donation issues.Through 10 groups of focus group interviews by stages,the study found that there are significant cognitive ambiguity and conflict among college students on organ donation issues;the communication strategies of the mass media represented by organ donation advertisements need to be further improved,which should start from the cognitive construction of the audiences and pay more attention to the improvement of cognitive level of audiences and the solution of their cognitive conflicts.Through exploring the cognition of audiences and the effect of mass communication,this study aims to provide a theoretical reference and a practical guidance for the related research on the issue of organ donation.