嵌入式多媒材新聞敘事之效果研究

A Study on the Narrative Effects of Embedded Multimedia Journalism

許珮絨(Pei-Jung Hsu)

指導教授 ： 蔡欣怡

國立交通大學/客家文化學院/客家學院傳播與科技學系碩士班/碩士(2019年)

摘要

新聞業的數位轉型時代來臨，許多新聞機構嘗試透過科技改變新聞文本的樣貌，嵌入式多媒材新聞敘事逐漸成為發展方向。本研究探討閱聽人在閱讀多媒材敘事時的資訊處理過程，以及嵌入式多媒材新聞的說服效果為何，聚焦於其對閱聽人認知、態度、情緒反應，以及轉移狀態的影響，同時檢驗閱聽人的個體差異（先驗知識及議題涉入度）是否會影響新聞議題的資訊處理。

本研究執行3（議題：勞工∕社會∕文化藝術）× 2（嵌入式多媒材∕傳統多媒材）的二因子組間實驗設計，以線上實地實驗法進行。整體而言，嵌入式多媒材敘事於知識習得與情緒反應上，並未有較顯著的影響，但在態度改變方面出現顯著效果。研究結果發現，在閱聽人對硬性新聞的先驗知識普遍不足的情況下，將多媒材運用於新聞報導中可能會影響閱聽人對新聞事件的理解及看法，創造了傳統新聞敘事無法達到的效果。此外，不同類型議題的敘事核心差異可能為影響閱聽人處理新聞資訊的潛在因素；另，較有爭議或容易造成對新聞人物或事件有刻板印象的議題，適合用嵌入式多媒材的形式呈現。

關鍵字

嵌入式多媒材新聞 ； 知識習得 ； 情緒 ； 態度 ； ELM模式 ； 議題涉入度 ； 先驗知識 ； 轉移效應

並列摘要

The digital transformation in journalism has almost become a trend, and many news media have tried to introduce innovations in the journalistic format through technology. Therefore, the importance of digital longform articles is getting concerned. This study explores the information processing of audiences in reading multimedia narratives, and compares the effects of embedded multimedia and traditional multimedia format on audiences’ knowledge gain, attitudes, emotional reactions, and narrative transportation. Moreover, individual differences (issue involvement and prior knowledge) are considered to see if they will affect the news information processing.

A between-subject 3 (issue: labour/social/culture and art) × 2 (embedded multimedia/traditional multimedia) online was conducted. Although this study did not find any significant differences on knowledge gain and emotional reactions. Significant effects of multimedia narratives on attitude change were found within specific issues. In the case of general lack of prior knowledge on hard news, the study finds that the use of multimedia in news coverage may affect audiences’ comprehension and viewpoint of issues, which also creates effects that traditional narratives cannot achieve. Additionally, the narrative focus differences of different genres of issues may be potential factors affecting audiences’ information processing. Controversial issues and some issues that easily cause stereotypes of news figures or events are suitable for presentation in the form of embedded multimedia.

並列關鍵字

embedded multimedia journalism ； knowledge gain ； emotion ； attitude ； ELM model ； issue involvement ； prior knowledge ； transportation theory

參考文獻

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