정보원의 유형에 따른 불교 메시지의 설득 효과 연구

초록

This study analyzes how the persuasive effect of Buddhist messages differs depending on who the messenger is (expert vs. layperson) and the content of the message (personal vs. so- cial). A survey was conducted with 432 people, and the effect was measured based on how their attitudes changed before and after hearing the Buddhist message/teaching. The results of this study showed that social messages induced more positive attitude changes toward the essence of Buddhism than personal messages. Social messages were particularly per- suasive to non-religious people by emphasizing Buddhist com- passion, social responsibility, and community consciousness. In an analysis by type of messenger, Buddhists and followers of other religions responded more positively to messages from experts, confirming that the expertise of experts contributed to strengthening the faith of Buddhists. On the other hand, non-religious people felt more persuaded by messages from laypeople, who are more similar to themselves than experts are, indicating that being able to identify with the messenger is an important factor in persuading non-religious people. This study emphasizes the importance of effectively pairing the types of messengers and types of messages in Buddhist prop- agation strategies, and suggests the need for a customized ap- proach tailored to the characteristics of the recipients. In partic- ular, this study shows that in propagation activities targeting non-religious people, it is more effective to reinforce social messages and use a persuasive approach based on the experi- ences of laypeople. This study provides important basic data for establishing Buddhist propagation strategies.

키워드