m ultimedia e ffects on n ews s tory c redibility, n ewsworthiness, and r ecall derrick ho, youn-joo...
TRANSCRIPT
MULTIMEDIA EFFECTSON NEWS STORY CREDIBILITY, NEWSWORTHINESS, AND RECALL
Derrick Ho, Youn-Joo Park, Alice Roach, Yue Sun
University of Missouri, Columbia, MO
INTRODUCTION
Multimedia
Internet-based
Convergence Journalism
LITERATURE REVIEW
Multimedia Effects
Multiple modality story
Variables
Credibility
Newsworthiness
Recall
RESEARCH QUESTION
RQ： Do multiple multimedia elements influence an online news story’s credibility, newsworthiness, and recall?
Hypothesis:
Multimedia elements will enhance a news
story’s:
(1) Credibility
(2) Newsworthiness
(3) Recall
METHOD
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.
Sample
(1) Sixty students from Midwest University.
(2) Random sample & snowball sampling.
Procedure
(1) News stories and questionnaires posted on SurveyGizmo.
(2) Emails to subjects.
Stimuli
(1) Text-only stories: a) carbon 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.
METHOD CONTINUED
METHOD CONTINUED -- MEASURES
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.
RESULTS 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) = 36.726, p = .000 < .001 → Text-only < Multimedia).
Recall
Supported (F(1, 36) = 8.969, p = .005 < .01 → Text-only < Multimedia).
Credibility Newsworthiness Recall0.00
1.00
2.00
3.00
4.00
5.00
6.00
7.00 6.67
6.00
0.82
6.20
4.65
0.74
Multimedia Stories
Text-only Stories
Mean Score
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
CONTACT INFORMATION
Yue Sun
Master’s student, Strategic Communication,
School of Journalism, University of Missouri,
Columbia, MO.
Email: [email protected]