情感設計應用於公益防疫影音作品之研究──以《幸福臺灣子》影片為例

Affective Design in Music Video for Epidemic Prevention: A Case Study of“Happiness Throughout Taiwan”

2019年12月出現的新型冠狀病毒（COVID-19）已波及全球220多個國家與地區，短期內很難消失， 其對人類社會的衝擊巨大且深遠。防疫有成的臺灣，一開始也出現了搶購口罩與防疫用品的「亂象」。除政府介入加強管控與配給，民眾亦發起「你先領，我OK」的禮讓口罩運動，詞曲創作人有感於此活動， 製作出國內首支新冠病毒防疫音樂影片《幸福臺灣子》。這類影片對安撫民眾不安情緒與提高渡過危機的信心，究竟能發揮多大的作用？其創作過程中又有哪些值得關注的問題？為本文主要的研究目的。因此，本文以情感設計原理及傳播學理論作為理論依據，以《幸福臺灣子》為研究樣本；透過問卷調查與分析，探討民眾在不同防疫素養與信心之下，是否藉由觀看影片提升信心且引起共鳴。結果顯示，受眾防疫素養的高低，對內容理解程度的深淺，對防疫影片的喜好度與防疫信心皆有顯著且正面的影響力；而公益影片傳遞訊息的強弱，內容是否貼近生活實境，也將影響受眾的認知與理解。

Since the outbreak in December 2019, the COVID-19 has spread to 220 countries and had a giant impact on human society. Taiwan went on a panic-buying spree for epidemic prevention products and launched the courtly campaign called “I’m okay; you take one first”. Inspired by this campaign, a songwriter composed the first charity song of the COVID-19 pandemic, ‘Happiness throughout Taiwan’, which was the focus of the study. The findings were as follows: it improved understanding of epidemic prevention literacy, with a positive and significant effect on epidemic prevention preferences and confidence. The video delivers information in a way which is relevant to real life, and positively affects the audience’s cognition.