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THE CASE of DENGUE CAMPAIGN by MBAZZAKI MAYIMUNA a Di

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THE CASE of DENGUE CAMPAIGN by MBAZZAKI MAYIMUNA a Di A COMPARISON OF ANIMATED AND HUMAN CHARACTER PUBLIC SERVICE ANNOUNCEMENTS: THE CASE OF DENGUE CAMPAIGN BY MBAZZAKI MAYIMUNA A dissertation submitted in fulfilment of the requirement for the degree of Master of Human Sciences (Communication) Kulliyyah of Islamic Revealed Knowledge and Human Sciences International Islamic University Malaysia OCTOBER 2011 ABSTRACT This experimental study investigates the effectiveness of using animated characters in a public service announcement (PSA) on preventing dengue. The study seeks to find the difference in recall of animated and human character PSAs. This research also intends to unveil the difference in recall of PSAs between the recency and control groups. Using a post-test - only control group design, the researcher randomly assigned a total of 80 young adults to three experimental groups which are, animated group (who watched animated PSA only), human character group (who watched human character PSA only), recency group (who watched animated PSA in the last order) and one control group (no treatment given). The independent t-test analysis demonstrates that there was a significant difference in recall of the animated and human character PSAs with the results indicating that there was better recall for the animated PSA than the human character PSA. Furthermore, the test generated significant results for the recency effect towards recall of PSA. There was better recall of the PSA for the recency group unlike the control group which performed poorly in recall of PSA content. Generally, the results in this study suggest that animated characters and recency effect may enhance recall of PSA content. The researcher concludes that PSAs designed in persuasive formats with animation may play a pivotal role in raising public awareness on important societal issues that affect them and other people around them, for example awareness on the global burden of dengue and how to prevent it. ii ﺧﻼﺻﺔ اﻟﺒﺤﺚ ﺗﻬﺪف هﺬ اﻟﺪراﺳﺔ اﻟﺘﺠﺮﻳﺒﻴﺔ إﻟﻰ اﻟﻜﺸﻒ ﻋﻦ ﻓﻌﺎﻟﻴﺔ اﺳﺘﺨﺪام اﻟﺮﺳﻮم اﻟﻜﺎرﺗﻮﻧﻴﺔ ﻓﻲ إﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ (PSA) ﻓﻲ اﻟﻮﻗﺎﻳﺔ ﻣﻦ ﺣﻤﻰ اﻟﻀﻨﻚ، ﺣﻴﺚ ﺗﺴﻌﻰ اﻟﺪراﺳﺔ إﻟﻰ ﻣﻌﺮﻓﺔ اﻟﻔﺮق ﺑﻴﻦ اﺳﺘﺨﺪام اﻟﺮﺳﻮم اﻟﻜﺎرﺗﻮﻧﻴﺔ واﻟﺸﺨﺼﻴﺎت اﻟﺤﻘﻴﻘﻴﺔ وأﺛﺮ ذﻟﻚ ﻓﻲ اﺳﺘﺬآﺎر إﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ، آﻤﺎ ﺗﻌﺘﺰم اﻟﻜﺸﻒ ﻋﻦ اﻟﻔﺮق ﺑﻴﻦ ﻣﺠﻤﻮﻋﺎت اﻟﺘﺄﺛﻴﺮ اﻷﺧﻴﺮ وﻣﺠﻤﻮﻋﺎت اﻟﻤﺮاﻗﺒﺔ ﻋﺒﺮ اﺳﺘﺨﺪام اﺧﺘﺒﺎر ﺗﺼﻤﻴﻢ ﻣﺠﻤﻮﻋﺔ اﻟﻤﺮاﻗﺒﺔ اﻟﻼﺣﻖ ﻓﻘﻂ. ﻟﻘﺪ ﻗﺎﻣﺖ اﻟﺒﺎﺣﺜﺔ ﺑﺎﺧﺘﻴﺎر 80 ﺷﺎﺑﺎ ﺑﺎﻟﻐﺎ ﺑﺸﻜﻞ ﻋﺸﻮاﺋﻲ وﻗﺎﻣﺖ ﺑﺘﻮزﻳﻌﻬﻢ ﻋﻠﻰ ﺛﻼث ﻣﺠﻤﻮﻋﺎت ﺗﺠﺮﻳﺒﻴﺔ هﻲ: ﻣﺠﻤﻮﻋﺔ اﻟﺮﺳﻮم اﻟﻜﺎرﺗﻮﻧﻴﺔ (ﺷﺎهﺪوا إﻋﻼﻧﺎت ﺗﻮﻋﻴﺔ ﻋﺎﻣّﺔ ﺑﺮﺳﻮم آﺎرﺗﻮﻧﻴﺔ ﻓﻘﻂ)، وﻣﺠﻤﻮﻋﺔ اﻟﺸﺨﺼﻴﺎت اﻟﺤﻘﻴﻘﻴﺔ (ﺷﺎهﺪوا إﻋﻼﻧﺎت ﺗﻮﻋﻴﺔ ﻋﺎﻣّﺔ ﺑﺸﺨﺼﻴﺎت ﺣﻘﻴﻘﻴﺔ ﻓﻘﻂ)، وﻣﺠﻤﻮﻋﺔ اﻟﺘﺄﺛﻴﺮ اﻷﺧﻴﺮ (ﺁﺧﺮ ﺷﻲء ﺷﺎهﺪوﻩ هﻮ إﻋﻼﻧﺎت ﺗﻮﻋﻴﺔ ﻋﺎﻣّﺔ ﺑﺮﺳﻮم آﺎرﺗﻮﻧﻴﺔ)، ﻓﻀﻼ ﻋﻦ ﻣﺠﻤﻮﻋﺔ ﻣﺮاﻗﺒﺔ واﺣﺪة (ﻟﻢ ﺗﺸﺎهﺪ أي إﻋﻼن وﻟﻢ ﺗﺘﻠﻖّ أي ﻋﺮض ﻋﻦ اﻟﻤﻮﺿﻮع). إن ﺗﺤﻠﻴﻞ اﻻﺧﺘﺒﺎر اﻟﺜﻨﺎﺋﻲ اﻟﻤﺴﺘﻘﻞ (t-test) ﻳﻈﻬﺮ أن هﻨﺎك ﻓﺮﻗﺎ واﺿﺤﺎ وﻣﻤﻴﺰا ﻓﻲ اﻻﺳﺘﺪﻋﺎء اﻟﺬهﻨﻲ ﻹﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ ﺑﺎﻟﺮﺳﻮم اﻟﻜﺎرﺗﻮﻧﻴﺔ وﺑﺎﻟﺸﺨﺼﻴﺎت اﻟﺤﻘﻴﻘﻴﺔ، ﺣﻴﺚ أﻇﻬﺮت اﻟﻨﺘﺎﺋﺞ اﺳﺘﺬآﺎرا أﻓﻀﻞ ﻹﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ ﺑﺎﻟﺮﺳﻮم اﻟﻜﺎرﺗﻮﻧﻴﺔ ﻣﻦ ﻣﺜﻴﻼﺗﻬﺎ ﺑﺎﻟﺸﺨﺼﻴﺎت اﻟﺤﻘﻴﻘﻴﺔ، ﻋﻼوة ﻋﻠﻰ ذﻟﻚ ﻓﺈن اﻻﺧﺘﺒﺎر أﺳﻔﺮ ﻋﻦ ﻧﺘﺎﺋﺞ ﻣﺬهﻠﺔ ﻟﻠﺘﺄﺛﻴﺮات اﻷﺧﻴﺮة ﺗﺠﺎﻩ اﺳﺘﺬآﺎر إﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ، ﻓﻘﺪ آﺎن اﺳﺘﺬآﺎر ﻣﺠﻤﻮﻋﺔ اﻟﺘﺄﺛﻴﺮ اﻷﺧﻴﺮ ﻹﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ أﻓﻀﻞ ﺑﻜﺜﻴﺮ ﻣﻦ ﻣﺠﻤﻮﻋﺔ اﻟﻤﺮاﻗﺒﺔ اﻟﺘﻲ آﺎن اﺳﺘﺬآﺎرهﺎ ﻟﻤﺤﺘﻮﻳﺎت إﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ ﺿﻌﻴﻔﺎ ﺟﺪا، وﺑﺸﻜﻞ ﻋ ﺎ مّ ﻓﺈن اﻟﻨﺘﺎﺋﺞ ﻓﻲ هﺬﻩ اﻟﺪراﺳﺔ ﺗﺮى أن إﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ ﺑﺎﻟﺮﺳﻮم اﻟﻜﺎرﺗﻮﻧﻴﺔ وﻋﺎﻣﻞ اﻟﺘﺄﺛﻴﺮ اﻷﺧﻴﺮ ﻳﻤﻜﻨﻬﻤﺎ ﺗﺤﺴﻴﻦ اﺳﺘﺬآﺎر ﻣﺤﺘﻮﻳﺎت ﺗﻠﻚ اﻹﻋﻼﻧﺎت، وﻗﺪ ﺧﻠﺼﺖ اﻟﺒﺎﺣﺜﺔ إﻟﻰ أن إﻋﻼﻧﺎت اﻟﺘﻮﻋﻴﺔ اﻟﻌﺎﻣﺔ ﺑﺎﻟﺮﺳﻮم اﻟﻜﺎرﺗﻮﻧﻴﺔ اﻟﻤﺼﺼﻤﺔ ﺑﻄﺮﻳﻘﺔ ﻣﻘﻨﻌﺔ ﻳﻤﻜﻦ أن ﺗﻠﻌﺐ دورا ﻣﺤﻮرﻳﺎ ﻓﻲ زﻳﺎدة اﻟﻮﻋﻲ اﻟﻌﺎمّ ﺑﺎﻟﻘﻀﺎﻳﺎ اﻻﺟﺘﻤﺎﻋﻴﺔ اﻟﻬﺎﻣّﺔ اﻟﺘﻲ ﺗﺆﺛّﺮ ﻋﻠﻰ اﻟﻨﺎس وﻋﻠﻰ اﻷﺷﺨﺎص اﻟﻤﺤﻴﻄﻴﻦ ﺑﻬﻢ، وﻋﻠﻰ ﺳﺒﻴﻞ اﻟﻤﺜﺎل اﻟﻮﻋﻲ ﺑﺎﻟﻌﺐء اﻟﻌﺎﻟﻤﻲ ﺑﺤﻤﻰ اﻟﻀﻨﻚ وآﻴﻔﻴﺔ اﻟﻮﻗﺎﻳﺔ ﻣﻨﻬﺎ. iii APPROVAL PAGE I certify that I have supervised and read this study and that in my opinion it conforms to acceptable standards of scholarly presentation and is fully adequate, in scope and quality, as a dissertation for the degree of Master of Human Sciences (Communication). ……………………………….. Norbaiduri Ruslan Supervisor I certify that I have read this study and that in my opinion it conforms to acceptable standards of scholarly presentation and is fully adequate, in scope and quality, as a dissertation for the degree of Master of Human Sciences (Communication). …………………………………. Syed Arabi Idid Examiner This dissertation was submitted to the Department of Communication and is accepted as a fulfilment of the requirement for the degree of Master of Human Sciences (Communication). ………………………………… Che Mahzan Ahmad Head, Department of Communication This dissertation was submitted to the Kulliyyah of Islamic Revealed Knowledge and Human Sciences and is accepted as a fulfilment of the requirement for the degree of Master of Human Sciences (Communication). ………………………………… Badri Najib Zubir Dean, Kulliyyah of Islamic Revealed Knowledge and Human Sciences iv INTERNATIONAL ISLAMIC UNIVERSITY MALAYSIA DECLARATION OF COPYRIGHT AND AFFIRMATION OF FAIR USE OF UNPUBLISHED RESEARCH Copyright © 2011 by International Islamic University Malaysia. All rights reserved. A COMPARISON OF ANIMATED AND HUMAN CHARACTER PUBLIC SERVICE ANNOUNCEMENTS: THE CASE OF DENGUE CAMPAIGN I hereby affirm that The International Islamic University Malaysia (IIUM) holds all rights in the copyright of this work and henceforth any reproduction or use in any form or by means whatsoever is prohibited without the written consent of IIUM. No part of this unpublished research may be reproduced, stored in a retrieval system, or transmitted, in any form or by means, electronic, mechanical, photocopying, recording or otherwise without prior written permission of the copyright holder. Affirmed by Mbazzaki Mayimuna .................................... ..................................... Signature Date v DECLARATION I hereby declare that this dissertation is the result of my own investigations, except where otherwise stated. I also declare that it has not been previously or concurrently submitted as a whole for any other degrees at IIUM or other institutions. Mbazzaki Mayimuna Signature………………….. Date……………………….. vi To; My husband, You are so loving and caring My mother, There is no way I can pay you except to pray to Allah to reward you abundantly for your prayers, love and care The memory of my father, May Allah reward you with Jannah. vii ACKNOWLEDGEMENTS In the Name of Allah, Most Gracious, Most Merciful, I must say Alhamdulillah for this great achievement in life. I first of all thank the Almighty Allah, the Cherisher and Sustainer of the worlds for enabling me to accomplish this research work. In a special way, I would like to thank my supervisor Dr. Norbaiduri Ruslan for her endless guidance, courage and inspiration in my writing of this dissertation. I wish to thank Prof. Syed Arabi Idid for his suggestions in this research work and all lecturers in the Department of Communication for their continuous guidance and knowledge extended to me throughout the completion of my research work. My sincere appreciation goes to the Islamic University in Uganda for granting me an opportunity to further my studies at the International Islamic University Malaysia (IIUM) through the Staff Development Scheme. I also thank IIUM for waiving my tuition fees, may Allah reward you abundantly. Many thanks to colleagues in the Department like Adnan Ali Adikata, Syarifah Hasanah, Wennie Wong and Hataw Saleh. A big thank you to my friends in Uganda for the visits to my family and the love you showed my son, special mention of Ttatu, Zainabu, Aisha, Sumaiya and Jadida. All my dear friends in the academic struggle such as Aidah, Jannah, Sauda, Batuli, Kakuba, Mahfuth, Rukia, Aisha, Khadijah, Sauba, Faisal, Bisaso, Matovu, Mwebesa and Golooba, I thank you so much for your academic advice and moral support. I thank the Ugandan families in Malaysia, like Dr. Mustapha’s, Dr. Kabuye’s, Dr. Sekamanya’s and Dr. Byabazaire. You always encouraged me especially during those times when I felt home-sick. May Allah reward you abundantly and bless your families. A heartfelt gratitude to my beloved family especially my loving husband Bunjo Swalih, my mother Zam Nakintu, sisters Mastula, Kuluthum, Rashidah, Aida, Sarah, brothers Muhammad, Wamala, Wasswa and my son Raihan Nyika whom I had to leave in Uganda at the age of only six months to come and complete my studies. I thank you all for the continuous prayers, patience, love and care you exhibited as I was away for studies. viii TABLE OF CONTENTS Abstract .................................................................................................................... ii Abstract in Arabic ................................................................................................... iii Approval Page ......................................................................................................... iv Declaration Page ..................................................................................................... v Copyright Page ........................................................................................................ vi Dedication ............................................................................................................... vii Acknowledgements ................................................................................................. viii List of Tables ........................................................................................................... xi CHAPTER 1: INTRODUCTION ......................................................................... 1 Background of the study .............................................................................
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