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M ULTIMEDIA E FFECTS ON N EWS S TORY C REDIBILITY, N EWSWORTHINESS, AND R ECALL Derrick Ho, Youn-Joo Park, Alice Roach, Yue Sun University of Missouri,

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Presentation on theme: "M ULTIMEDIA E FFECTS ON N EWS S TORY C REDIBILITY, N EWSWORTHINESS, AND R ECALL Derrick Ho, Youn-Joo Park, Alice Roach, Yue Sun University of Missouri,"— Presentation transcript:

1 M ULTIMEDIA E FFECTS ON N EWS S TORY C REDIBILITY, N EWSWORTHINESS, AND R ECALL Derrick Ho, Youn-Joo Park, Alice Roach, Yue Sun University of Missouri, Columbia, MO

2 I NTRODUCTION Multimedia Internet-based Convergence Journalism

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4 L ITERATURE R EVIEW Multimedia Effects Multiple modality story Variables Credibility Newsworthiness Recall

5 R ESEARCH QUESTION RQ Do multiple multimedia elements influence an online news storys credibility, newsworthiness, and recall? Hypothesis: Multimedia elements will enhance a news storys: (1) Credibility (2) Newsworthiness (3) Recall

6 M ETHOD Experiment One-Factor Within-Subjects Design Post-Test Only Variables IV: Modality 1) text-only 2) text with multiple multimedia elements (text plus photos, audio, and video) DV: Credibility, newsworthiness, and recall.

7 Sample (1) Sixty students from Midwest University. (2) Random sample & snowball sampling. Procedure (1) News stories and questionnaires posted on SurveyGizmo. (2) s to subjects. Stimuli (1) Text-only stories: a) c arbon footprint of orange juice, b) baseball bat production, and c) rope climbing to maintain wind turbines. (2) Multimedia stories: a) immigration and assimilation in U.S. high schools, b) sea turtle extinction, and c) safety of tap water. (3) 500 words text & video without stamp. (4) Random orders according to last name. M ETHOD C ONTINUED

8 M ETHOD C ONTINUED -- M EASURES Credibility Believability, objectivity, trustworthiness, fairness, accuracy, and thoroughness of the news story. 9-item Likert-type scales. Newsworthiness Significance or effect, interest or relevance. 9-item Likert-type scales. Recall Comprehensibility Fill-in-the-blank & multiple choice questions.

9 R ESULTS Use repeated-measures ANOVA to analyze each hypothesis. Credibility Supported ( F (1, 47) = 8.394, p =.006 <.01 Text-only < Multimedia ). Newsworthiness Supported ( F (1, 47) = , p =.000 <.001 Text-only < Multimedia ). Recall Supported ( F (1, 36) = 8.969, p =.005 <.01 Text-only < Multimedia ). Mean Score

10 DISCUSSION Implications Multimedia stories are perceived as more credible and newsworthy than text-only stories, and participants could remember more details from stories with multiple multimedia elements than from stories that were text-only. Limitations Time control Future Research Number of multimedia elements Type of multimedia elements More dependent variables

11 C ONTACT INFORMATION Yue Sun Masters student, Strategic Communication, School of Journalism, University of Missouri, Columbia, MO.


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