CONCEPTS, THEORIES, AND RELATED STUDIES
2.3 Part 3: Tactics in Transmission and Persuasion Used in The NCPO’s Patriotic Songs
2.3.6 Concepts and Theories of Successful Strategies in Transmission and Persuasion
2.3.6.1 Perception Theory
Chamnian Chotechuang (as cited in Wannarat Sarutapinyopong, 2010) defines a perception as a process in which a person organizes what he or she sees, hears, touches or feels from an external stimulus around and gives its meaning from his or her previous experience or feeling in the form of knowledge and understanding within his or her mind.” Besides, various factors affecting a person‟s perception are classified into two main types:
1) Characteristics or attributes of a stimulus that cause different perception, i.e., color, size, movement, etc. can stimulate perception more quickly.
2) Perceivers‟ related factors that are divided into two kinds:
physical factors, (i.e., a deformed physical condition can cause a misperception) and psychological factors (a perception is selective attention, organization, and interpretation based on a person‟s previous knowledge, needs, attitude, emotional state, and culture). Therefore, a person‟s perception is different according to each person‟s characteristics and social factors.
Accordingly, perception is an expression of one‟s cognitive, or knowledge and understanding of something from an interpretation of one‟s sensory system stimulated by stimulus or environment, depending on one‟s previous experience.
Perception is an unconscious and unintentional process and is influenced by one‟s experience and socialization. Since people cannot pay attention to everything around them, they must select only something to be perceived. However, each person will have a different focus and perception of the same message.
Therefore, two persons will see and interpret the same signal differently. The different perception is influenced or filtered by some factors as following: (Patchanee Cheyjunya et al., as cited in Wannarat Sarutapinyopong, 2010)
1) Motive or motivation. People perceive things they want to see or hear to respond to their needs
2) Experience. Each person is brought up in a different environment and different upbringing, including has different association with people in a society, this causes different backgrounds.
3) Family and society socialize a frame of reference so people will have different beliefs and attitudes toward things differently.
4) Environment. People in a different context, i.e., climate, region, etc. will interpret the received messages differently.
5) Under some mood or emotional state, i.e., anger, fear, etc., people can interpret some small problems as big ones when they have a bad mood or an irritation. On the contrary, they can see significant obstacles as trivial when they are in love, etc.
Based on the perception theory, the researcher studied the efficiency of the NCPO‟s patriotic songs by analyzing listeners‟ perception of the NCPO‟s songs.
These listeners were those who used to listen to the NCPO‟s songs and knew the background of the songs. Their opinions towards the songs in various dimensions were examined.
2.3.6.2 Attitude Theory
The English word “Attitude” came from the Latin word “Aptus”
meaning a tendency or appropriateness. Attitudes are defined as diversely as follow:
Thurstone (as cited in Parida Kochek, 2005) states that attitude is a sum of human feelings, prejudice, and fear towards something. Verbal expression can reflect a person‟s thought towards something. Attitude is the degree of a sense positively or negatively towards anything, i.e., things, articles, organizations, ideas, etc. People can tell about these feelings and can distinguish between an agreement and disagreement.
Fishbein (as cited in Parida Kochek, 2005) defines “attitude” as a tendency accumulated from learning to respond to something in a supporting or opposing way. Attitude often occurs before a behavior and determines a person‟s behavior.
In brief, attitude means the sum of human feeling relating to psychological state and opinions from learning and experiences and can be expressed to let people acknowledge one‟s agreement or disagreement via one‟s behaviors.
The researcher used attitude theory in explaining the listeners‟ attitude towards the NCPO‟s patriotic songs to examine the results after their listening. In this study, the researcher divided listeners‟ attitude into the positive and negative attitude towards the NCPO‟s patriotic songs.
2.3.6.3 Theory of Satisfaction
According to Dictionary of Royal Academy (1999) and Kotler (1994, as cited in Sukontan Suradetpipop, 2006), satisfaction means a personal preference towards something based on his or her experience, which may be similar or different from other people. In general, satisfaction means contentment or preference towards working and any factors or motivations. Personal satisfaction is endless but can change over time and under some environment. Therefore, people can be dissatisfied
with something they used to be satisfied before. Satisfaction is at an individual level, which may occur from a comparison between the perception of working conditions, or effectiveness of products or services and customers‟ expectation on working condition, products, or services. If the level of perception is lower than the level of expectation, a dissatisfaction occurs. If the level of perception is in accordance with the level of expectation, satisfaction occurs. However, if the level of perception is higher than the level of expectation, an impression occurs. In general, the process of satisfaction creation on the part of workers based on the assumption that if a worker has high motivation, he or she will put effort into working. When his or her energy is high enough, he or she can work well and enable him or her to gain more rewards. It will bring about higher satisfaction with their work.
In the study and measure satisfaction, Khanit Duanghussadee (as cited in Channiya Inta-ey, 2011) states that the measurement of satisfaction is relatively complicated since each person possesses different psychological states. Besides, it is hard to measure satisfaction directly and often what we can do is to measure it indirectly by measuring the level of each person‟s opinion. The measurement of satisfaction can be conducted in three ways:
1) Questionnaire. It is one of the most popular methods. A researcher will design a survey to measure the subjects‟ opinions, which can be choices or open questions. These questions can measure satisfaction in various aspects, i.e., administration, manipulation, conditions, etc.
2) Interview. It is another direct way of measuring satisfaction but requiring skillful techniques and methods to achieve factual responses.
3) Observation. It is not so popular. However, a target person‟s satisfaction can be observed and measured through his or her verbal and nonverbal expressions. This method requires a well-planned and thorough conduct.
The researcher used the theory of satisfaction to explain about the listeners‟
satisfaction in listening to The NCPO‟s patriotic songs.