電視新聞播放模式與多訊息鏡面對閱聽人接收績效之影響

近年來電視台為提高收視率，在廣播畫面上安排各式熱鬧非凡的鏡面設計，試圖吸引閱聽人的目光。但對於收視觀眾而言，是否適合這類複雜的視覺設計?本研究針對目前電視台之新聞鏡面對觀眾注意力的影響進行實驗，實驗流程為受測者收看一段影片，之後隨即針對新聞內容填寫問卷。實驗一測試影片有三組，主要差異在於播放畫面內容不同。一組是以NS模式(影片+主播旁白)為主；另一組是以S稿模式(主播讀乾稿)為主；第三組則是以一般節目類為主。實驗結果顯示，(1) 參與NS模式(影片+主播旁白)的受測者，注意力會從影片溢散到跑馬燈訊息，答題正確率最高；(2)受測者在收看一般節目時，對於插播式的跑馬燈訊息，會投入更多注意力；(3)在播放S稿模式時，年齡越大的受測者越難接收多訊息成分。實驗二測試影片有四組，主要區分在於主畫面與主播播報內容異同，區分為一致性及不一致性，各搭配2種跑馬燈訊息呈現模式(Leading與RSVP)組成新聞影片。實驗結果顯示: (1)一致性比不一致性有較佳的新聞內容理解度。(2)跑馬燈訊息採用RSVP會比Leading模式有更佳的接收程度。(3)不同播放模式對畫面左方直式跑馬燈訊息接收有顯著影響。結論針對未來閱聽人面對多訊息成分提出具體建議。

關鍵字

有限容量模式；注意力；電視鏡面設計；跑馬燈訊息

並列摘要

In recent years, following the increasing competition in the TV news industry, the much more complex broadcasting format has been designeds with multiple information to attract the audience’s attention. However, is complex visual design really suitable for our audiences? This research is aimed to expolre the effects of different playing modes on audiences' receptions of multiple information for TV broadcast through two experiments with questionnaires. In the first experiment, three news video with different modes, NS based mode (movie + anchor narration) , S mode (read only anchor draft) , and the general programming have been displayed for testing. The result shows that (1) the subjects tested by the NS based mode provide the most accurate answer; (2) the marquee message catches most attention in general programming; (3) it is more difficult for elders to apprehend multiple messages in the S mode. In the second experiment, four test videos have been made to investigate , the distinctions between the “consistency-content” and “inconsistency-content”modes of the main screen with news anchor, which are designed to combine two different types of marquee messages, leading and RSVP. The result shows that (1) the “consistency-content” mode provides a better way for the audiences to understand the news contents. (2) The RSVP marquee message had the better performance of reception than Leading type. (3) The difference of display modes has the significant impact of the audiences’ perception on the left-sided on screen marquee message. Several recommendations about TV news with multiple informations have been illustrated.

並列關鍵字

Limited capacity model ； attention span ； TV format design ； Marquee Message

參考文獻

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國際替代計量

電視新聞播放模式與多訊息鏡面對閱聽人接收績效之影響

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