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首页> 外文会议>International Conference on Kansei Engineering and Emotion Research >Analysis of Laddering Downwards for Classification of Item and Category Based on Emotional Values in Political Video on YouTube
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Analysis of Laddering Downwards for Classification of Item and Category Based on Emotional Values in Political Video on YouTube

机译：基于youtube政治视频中的情感价值的项目和类别分类向下分析

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Issues relating to racial unity seem to be present in many countries, whether overtly or covertly. It would be more difficult if the racial problems and tension actually occur among a race's own ethnicity. For as long as the Malays, as the majority race of Malaysia, are not united, Malaysians would find it very difficult to achieve national unity as well. Therefore, this study focused on social reality issues that played on the new media - YouTube. The new media becomes a battlefield for political parties to win the hearts and minds of the people through videos portraying many social reality issues, posted on YouTube. In order to identify the design criterion of videos, this study used the Evaluation Grid Method of Laddering (EGML) for classification of items and categories of social reality issues videos posted on YouTube that relate to Malaysian politics. The EGML technique explored the reason why a given object (video) is important and resulted in a full interpretation of each concept. Henceforth, six participants were involved in this experiment to determine their evaluative views of the videos. The process of laddering downwards assisted the researcher to classify the items and categories of the videos. The process based on features/contents of the videos, whereby the participants were required to explain in terms of the differences of the videos. This study therefore used the guideline from design criterion based on Racial Unity (Film Features) to identify the items and categories of the videos. Eventually, the study resulted in the YouTube videos' classification of 9 items and 39 categories in session one and 6 items and 32 categories in session two, based on emotion. This classification usable as reference for stakeholders to understand the design elements that affect emotional values when viewing politically related YouTube videos.
机译：与种族统一有关的问题似乎存在于许多国家，无论是公然还是隐蔽的。如果种族自己的种族实际上发生了种族问题和紧张，那就更加困难。只要马来西亚马来西亚的主要种族都没有团结，马来西亚人会发现很难实现民族团结。因此，这项研究侧重于新媒体 - Youtube上的社会现实问题。新媒体成为政党通过描绘许多社会现实问题的视频赢得人民的心灵和思想的战场，发布在YouTube上。为了识别视频的设计标准，本研究使用了梯形图（EGML）的评估网格方法，以便为与马来西亚政治相关的YouTube发布的社会现实问题的分类和类别。 EGML技术探索了给定对象（视频）重要的原因，并导致每个概念的完全解释。此后，六位参与者参与了这一实验，以确定他们对视频的评价视图。梯形图的过程向下辅助研究人员对视频的物品和类别进行分类。基于视频特征/内容的过程，其中参与者需要在视频的差异方面解释。因此，本研究使用了基于种族统一（电影特征）的设计标准的指南来识别视频的项目和类别。最终，该研究导致YouTube视频在第一个和6个项目中的9项和39个类别的分类，基于情感，第2项和32个类别，基于情感。此分类可用于参考利益相关者，了解在观看政治相关的YouTube视频时影响情绪价值的设计元素。

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