Abstract
The fear appeals strategy is the strategy that potential to be implemented in public communication for increasing taxpayer participation in tax amnesty program. However, in public policy communication, especially in the communication of taxation policy, no one has specifically discussed it. In fact, fear arousal strategies are widely applied to health campaigns, accidents, or other areas that tend to display physical threats. Related to this matter, this research is conducted to test the effect of receiving threat message and efficacy message to the motivation of protection in the message of Amnesty Tax program. The causal relationship is analyzed using Extension of Extended Parallel Process Model model through analysis of variances test. Extension of Extended Parallel Process Model itself is a new model that is still not often reviewed which is developed by Jiyeon So (2013). This study used an experimental method with open recruitment as a way to get 80 college students who participated as experimentalparticipants. The placement of participants into the experimental group was conducted using a random assignment technique according to the experimental factorial 2x2 design. The results of this study indicate that there is a difference between the acceptance of the strong and weak level of the efficacy messages. Strong efficacy has an influence on the motivation of protection. This is because the message of efficacy is the solution to the fear that arises due to the message receiver in the threat message. The empirical findings in this study also proved that there is a difference of interaction effect between receiving threat message and efficacy message to protection motivation. Both threat and simultaneous messages of efficacy have an influence on the motivation of protection. The findings of this study are in line with the concept of Extension of Extended Parallel Process Model, in which threat and efficacy messages simultaneously affect the recipient of the message to provide a reaction in the form of a motivation of protection. Meanwhile, the results showed that there was no difference in the motivation of protection between high threat message reception and low threat message reception. Respondents were equally threatened despite threats at different levels. Based on these findings, researchers propose the addition of resonance as a variable that mediates fear and anxiety to coping appraisal.
Original language | English |
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Publication status | Published - 2017 |
Event | 1st Indonesia International Graduate Conference on Communication (IGCC) 2017 - ID, Depok, Indonesia Duration: 1 Jan 2017 → … |
Conference
Conference | 1st Indonesia International Graduate Conference on Communication (IGCC) 2017 |
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Country/Territory | Indonesia |
City | Depok |
Period | 1/01/17 → … |
Keywords
- Extension of Extended Parallel Process Model; Public policy; Fear Appelas Strategy; Threat Message; Message of Efficiency; Motivation of Protection.