메시지 소구유형, 고정관념, 이타주의가 코다에 대한 기회 불평등 인식과 태도 및 정책지지의도에 미치는 영향: 코다에 관한 공공커뮤니케이션 방향성 고찰

초록

This study examined how variables such as message appeal types, stereotypes, altruism, and perceived opportunity inequality can inform the public about Children of Deaf Adult (CODA) and enhance social awareness. Based on an experimental design, an online survey was conducted with 295 adults in South Korea. The study found no significant differences in perceived opportunity inequality, attitudes toward CODA, and policy support for CODA based on message appeal types (rational/emotional). However, perceived opportunity inequality regarding CODA positively influenced attitudes toward CODA, and both perceived opportunity inequality and favorable attitudes toward CODA positively influenced policy support. Stereotypes about the Deaf had significant negative effects on attitudes toward CODA and policy support, though no interaction effect was observed between message appeal types and stereotypes. High altruism groups exhibited more positive attitudes and greater policy support toward CODA compared to low altruism groups, and an interaction effect between message appeal types and altruism was found. These findings suggest effective directions for public communication strategies aimed at building social awareness for CODA.

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