「愛情小說是勝不過愛情動作片的」(咦)

說到近來在各媒體中最為火熱門話題,大概就是關於014的焦點追蹤了,
雖然目前特偵組在順籐摸瓜上似乎還沒有什麼重大進度可言,
但不到三天就一刀斃命實在太具戲劇性,尤其每日不斷新增的”當權時&被抓後”、
“錄音公佈前&錄音公佈後”等Tim Russert訪問風味十足的影片剪輯,
再再都將這個案件烘托的非常有趣味─事件發展固然極具話題性,但除此之外,
我們之所以對該新聞事件投以超常的關注,卻亦可能是肇因於另一個要素:源源不絕的影像素材.

在一篇由7號哈佛商業評論(Harvard Business Review)所刊登的研究,
“別透過YouTube公布紕漏“中,華盛頓大學的研究者Frank D. Hodge等人的實驗結果便顯示,
比起以書面媒介傳達企業犯下過錯的消息,倘若該事件以影片傳達,
接收消息的潛在投資人其受到的影響將會大上許多─甚至,可能到達2倍之譜!

(以下內容引述自If Your Company Goofs, Don’t Report Via YouTube)
…..News of a corporate blunder can have twice the impact on potential investors if delivered
by video rather than written text, according to an experiment led by Frank D. Hodge,
of the University of Washington.
A group of professional managers were asked how much they would invest in a fictional company
with a sound financial history—and then were asked again after learning
of a forced financial restatement.The amount dropped by 13%, on average,
among managers who read about the restatement,
but by 26% among managers who watched a video announcement.
Companies “need to be alert to the powerful effect video has when people’s feelings come into play,”
Hodge says…..
…..

原論文:Using Online Video to Announce a Restatement: Influences on Investment Decisions and the Mediating Role of Trust

在實驗中,研究者發現倘若CEO將責任做”內在歸因(internal attributionl)”,
亦即使用些像是”We are fully responsible for this error because we relied on the advice
of our internal lease accounting expert when preparing our financial statements.“的理由,
那麼看影片的投資者比起看文本的投資者,更傾向於提高投資金額;
相反的,當CEO試圖躲避責任、將結果做”外部歸因(external attribution)”的話,
例如以”We are  not responsible for this error because we relied on the advice of 
external lease accounting experts when preparing our financial statements“來開脫,
那麼從影片接受資訊的投資者比起從看文本的,會更傾向於降低投資金額.
回頭看看014事件,雖然當初政府用”絕無灰色地帶”云云快速切割,
頗有規避之意,但接著儘是新聞稿連發,上面的大人物幾乎都沒有親上火線,
…..原來我們的政府早就知道,比起親自露面、使用新聞稿更不會激起人們情緒了嗎? ww
不過後來的素材是多到滿出來了,所以被打臉打到腫也是理所當…..(ry)