Ø 講題：Video game effects: media modality, mechanism, and applications
This study investigated whether media modality would moderate the relationship between violence and audience aggression (short-term effects). General aggression model, social cognitive theory and identification process offered the theoretical framework. A random sample of 102 male college students were randomly assigned to one of the three conditions: video game playing, recorded game play watching, or movie watching. The results indicated that video game players experienced greater increases in aggressive affect, aggressive cognition, and physiological arousal than subjects who watched recorded game play or comparable movie scenes. Character identification did not mediate the relationship between media modality and aggression. Future studies should incorporate more comprehensive measures of character identification to investigate the inconsistent findings regarding media modality and identification.
Ø Children & Advertising/ Advertising Literacy:
˙Eg: Taco Bell video games (Food advertisingàFood Preference)
˙Focus groups among students who have insufficient physical activities.
˙RPG game with story incorporating moderate to vigorous physical activities.
Ø Feedback: game in mobile device/ platform、sns games…
Ø Conclusion: 本次演講講者分享了進行電玩效果研究的相關實驗設計，可提供計劃在未來執行「行動傳播實驗」的參考。另外，講者分享的次題─Exergame，對於社群網站遊戲，以及遊戲在行動裝置/平台上的應用與使用經驗等研究，亦有所啟發。