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...

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Main Authors: Chia, Cerlyn Shi Yun., Lee, Joel Yu Xian., Ong, Cornelius Mingren., Shum, Alan Wai Kit.
Other Authors: Jung Younbo
Format: Final Year Project
Language:English
Published: 2013
Subjects:
Online Access:http://hdl.handle.net/10356/52502
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Institution: Nanyang Technological University
Language: English
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spelling sg-ntu-dr.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
institution Nanyang Technological University
building NTU Library
country Singapore
collection DR-NTU
language English
topic DRNTU::Social sciences::Communication::Communication theories and models
DRNTU::Social sciences::Mass media::Media effects
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.
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.
author2 Jung Younbo
author_facet Jung Younbo
Chia, Cerlyn Shi Yun.
Lee, Joel Yu Xian.
Ong, Cornelius Mingren.
Shum, Alan Wai Kit.
format Final Year Project
author Chia, Cerlyn Shi Yun.
Lee, Joel Yu Xian.
Ong, Cornelius Mingren.
Shum, Alan Wai Kit.
author_sort Chia, Cerlyn Shi Yun.
title The effects of 3D presentation and dependency portrayals on philanthropy.
title_short 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_sort effects of 3d presentation and dependency portrayals on philanthropy.
publishDate 2013
url http://hdl.handle.net/10356/52502
_version_ 1681043064770002944