Model tarikan metafora visual ketakutan bagi meningkatkan perhatian kepada pesanan khidmat awam
List of Authors
  • Mohd Azul Mohamad Salleh , Zul Imran Ahmad

Keyword
  • Metafora visual, pujukan ketakutan, perhatian, pesanan khidmat awam, model

Abstract
  • Peranan Pesanan Khidmat Awam (PSA) dalam menarik perhatian masyarakat kepada mesej kesedaran semakin mencabar berikutan perkembangan teknologi visual yang telah meningkatkan citarasa penonton. Demi memaksimumkan perhatian dan perubahan sikap, ancaman ketakutan biasa digunakan sebagai retorik visual (RV) dalam pelbagai kempen tempatan terutamanya yang melibatkan kesihatan. Namun begitu, implementasi pujukan ketakutan yang kurang disandarkan kepada kajian empirikal sering kali gagal menarik perhatian, malah mencetuskan tindak balas defensif penonton. RV ketakutan gagal disebabkan kekurangan model persuasif ketakutan yang khusus untuk berdiplomasi dengan pengetahuan dan pengalaman penonton. Kelemahan ini dilihat lebih jelas daripada penonton sasaran yang turut memiliki kecenderungan tertentu seperti ketagihan permainan video dalam kes kelaziman permainan bermasalah (Problematic Gaming – PG) di Malaysia. Timbul persoalan mengenai apakah pendekatan RV ketakutan yang lebih sesuai bagi tarikan perhatian dan kurang risiko penolakan. Justeru, strategi tarikan PSA sedia ada memerlukan konsep yang lebih peka kognitif dan afektif penonton. Sehubungan dengan itu, matlamat kertas ini adalah untuk membincangkan dan mencadangkan konsep Metafora Visual Ketakutan (FVM) sebagai RV PSA yang baharu. Pemilihan konstruk rangsangan MV terbaik daripada tipologi Teori Metafora Bergambar (TMB), Teori Retorik Visual (TRV), atau Konsep Struktur Visual (KSV) yang sudah terbukti berkesan dalam periklanan komersial boleh digabungkan dengan komponen ancaman daripada model pujukan ketakutan Extended Parallel Process Model (EPPM) bagi meningkatkan potensi tarikan perhatian. Secara teoretikal, FVM menarik perhatian penonton menerusi daya tarikan kognitif dan afektif yang jauh lebih baik daripada MV mahupun RV biasa. Kesimpulan daripada kajian ini dijangka dapat menyumbangkan sebuah konsep yang boleh diuji dan disahkan secara empirikal.

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