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Primacy of Broadcast News: A Mediation Analysis of Recall, Attitudes, and Voting Intentions

Title
Primacy of Broadcast News: A Mediation Analysis of Recall, Attitudes, and Voting Intentions
Authors
Choi Y.J.Lee J.H.
Ewha Authors
최윤정
SCOPUS Author ID
최윤정scopus
Issue Date
2013
Journal Title
Journal of Applied Communication Research
ISSN
0090-9882JCR Link
Citation
vol. 41, no. 1, pp. 84 - 103
Indexed
SSCI; SCOPUS WOS scopus
Abstract
This study examines how the order and proportion of scene valence within a television news story influence viewers' processing of political information. The results of the study, based on structural equation modeling and Sobel's mediation analysis, suggest that, in a news story about a political candidate, positive information on the candidate is recalled better if he or she is praised at the beginning of the story and then criticized at the end than if he or she is criticized first and praised later. In addition, there was a strong proportion effect. Stories with a high proportion of positive scenes were more likely to increase the participant's recall of positive information and induce his or her favorable attitudes and voting intentions than those with a low proportion of positive scenes. © 2013 Copyright National Communication Association.
DOI
10.1080/00909882.2012.754484
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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