Evaluating the Effect of Anti-Corruption Marketing with Multimedia: An Experimental Research on the Yameme Animated Series in Civic and Law-Related Education

• Main Authors: Shu-Chieh Chen, 陳舒婕
• Other Authors: Lung-Teng Hu
• Format: Others
• Language: zh-TW
• Published: 2014
• Online Access: http://ndltd.ncl.edu.tw/handle/659pch

碩士 === 國立臺北大學 === 公共行政暨政策學系 === 102 === The main propose of this study is to evaluate the effect of anti-corruption marketing with multimedia- the Yameme Animated Series in Civic and Law-Related Education. Quasi-experimental Design is applied to fourth-grade classes from an elementary school. For the purpose of this study, the classes are divided into experimental group and control group. The experimental group is then further divided into three groups: group I watched two series of the Yameme Animated Series in Civic and Law-Related Education; group II watched three series while group III watched four series. The control group watched cartoon that is unrelated to anti-corruption. Students in all groups had a pre-test before watching the cartoon film, and had a post-test right after they finished watching cartoon film. The research questions addressed in this study as follow: (1) Whether elementary school students accessing anti-corruption stimulus will benefit them in building the concept of anti-corruption. (2)Whether elementary school students accessing lots of extent stimulus will have improved concept of anti-corruption than those who accessing less. (3)Whether elementary school students’ personal background (such as gender or being a class leader) will affect them in building the concept of anti-corruption. In short, the main conclusions are including: First of all, depending on the content of cartoon film they had watched, experimental group which accessing anti-corruption stimulus not only learn much more than control group, but also obtain different domains of cognitive, affective, and psychomotor of anti-corruption. Furthermore, groups which accessing lots of extent stimulus had superior concept of anti-corruption than those accessing less. In addition, gender and the experience of being a class leader will influence elementary school students on building the concept of anti-corruption to a certain extent.