A writer＇s decision to localize a news article and the valence of the frame the writer employs can affect readers＇ perceptions of credibility and bias as well as readers＇ factual recall and the likelihood that read...A writer＇s decision to localize a news article and the valence of the frame the writer employs can affect readers＇ perceptions of credibility and bias as well as readers＇ factual recall and the likelihood that readers would want to read the newspaper further. A 2 （proximity： local, non-local） ~ 3 （frame valence： positive, neutral, negative） factorial experiment （N = 136） tested the effects of proximity and frame valence on credibility, perceived bias, recall, and reading intentions. Articles that localized enjoyed greater perceptions of credibility but not recall, while articles with either a positive or negative frame yielded greater recall than articles with a neutral frame. Neither factor exhibited a main effect in predicting perceived bias, but their interaction was a significant predictor. In addition, localization and frame valence also influence the likelihood that participants would want to read the source newspaper again. Implications for theory and media practice are discussed.展开更多
Advertising revenue is generally regarded as the lifeblood of the mass media since it largely contributes to the financial fortunes of both commercial and so-called public media houses. There is a consensus among poli...Advertising revenue is generally regarded as the lifeblood of the mass media since it largely contributes to the financial fortunes of both commercial and so-called public media houses. There is a consensus among political economy scholars that gives advertisers power over media content. It has also been argued that advertisers usually do not associate with ideological enemies. This research therefore sought to find out whether political advertisements especially, during election time, influence media content and whether political advertisers do not associate with media houses they are not ideologically compatible with. During election times, political parties also become big advertisers and newspapers together with broadcasting media compete to get advertisements from political parties so as to boost their financial fortunes. The research focused on the March 29, 2008 Zimbabwe harmonised elections with Network Guardian News a Kwekwe based privately owned community newspaper being used as a case study. This study utilised critical discourse analysis on purposively selected newspaper stories published during the period under study; while in-depth unstructured interviews with editors, reporters from the newspaper and politicians were also conducted to gather information. The findings revealed that in spite of the pro-ZANU-PF Network Guardian News newspaper carrying both MDc and ZANU-PF advertisements, its editorial stance remained hostile to the MDC-T party.展开更多
文摘A writer＇s decision to localize a news article and the valence of the frame the writer employs can affect readers＇ perceptions of credibility and bias as well as readers＇ factual recall and the likelihood that readers would want to read the newspaper further. A 2 （proximity： local, non-local） ~ 3 （frame valence： positive, neutral, negative） factorial experiment （N = 136） tested the effects of proximity and frame valence on credibility, perceived bias, recall, and reading intentions. Articles that localized enjoyed greater perceptions of credibility but not recall, while articles with either a positive or negative frame yielded greater recall than articles with a neutral frame. Neither factor exhibited a main effect in predicting perceived bias, but their interaction was a significant predictor. In addition, localization and frame valence also influence the likelihood that participants would want to read the source newspaper again. Implications for theory and media practice are discussed.
文摘Advertising revenue is generally regarded as the lifeblood of the mass media since it largely contributes to the financial fortunes of both commercial and so-called public media houses. There is a consensus among political economy scholars that gives advertisers power over media content. It has also been argued that advertisers usually do not associate with ideological enemies. This research therefore sought to find out whether political advertisements especially, during election time, influence media content and whether political advertisers do not associate with media houses they are not ideologically compatible with. During election times, political parties also become big advertisers and newspapers together with broadcasting media compete to get advertisements from political parties so as to boost their financial fortunes. The research focused on the March 29, 2008 Zimbabwe harmonised elections with Network Guardian News a Kwekwe based privately owned community newspaper being used as a case study. This study utilised critical discourse analysis on purposively selected newspaper stories published during the period under study; while in-depth unstructured interviews with editors, reporters from the newspaper and politicians were also conducted to gather information. The findings revealed that in spite of the pro-ZANU-PF Network Guardian News newspaper carrying both MDc and ZANU-PF advertisements, its editorial stance remained hostile to the MDC-T party.
