Audiences’ Attitudes and Media Appeals of Urban Green Spaces

Abstract

This research aims to study audiences’ attitudes towards appeals of green spaces’ media and provide a guideline for content creation to match target audiences’ needs and levels of awareness about environmental problems. This quantitative research was conducted in August 2018 by a survey of four hundred samples who lived in Bangkok. The research found that there were 38 samples, or 9.50%, who thought that environmental problems were not their concern (less conscious) while 362 samples, or 90.50% of all participants thought that environmental problems were critical (more conscious). Also, the samples had positive attitudes towards two kinds of appeals; sick baby appeal and well baby appeal. The research’s analysis by demographics showed that, although people were different in gender and education, they had attitude towards the two kinds of appeals in the same way. But the samples with different ages had attitude towards the two kinds of appeals in the different way. Finally, from hypothesis testing about the samples’ attitude toward two kinds of appeals, the results showed that there was no statistically significant difference between two groups of audience who had low and high level of environmental consciousness.