本研究主要研究的是從硬性新聞主題與新聞呈現方式的不同如何影響閱聽人在認知、態度與行為意圖的反應。 動新聞推出之際,因為再現與模擬軟性新聞事件,引發多方團體反彈,後續許多學者、專家與相關研究則紛紛認為動畫新聞若用於硬性新聞是有正面的效果與幫助的,因此本研究選擇硬性主題中的財經與政治新聞以及動畫新聞與影音新聞呈現方式的差異,探討閱聽人接收新聞後的反應。 本研究採雙因子實驗設計進行研究,四組共有64位受試者。研究發現,硬性新聞主題與新聞呈現形式交互作用不顯著,但在呈現形式中,動畫新聞對於受試者來說,在新聞注意力、回憶度、新聞情緒感受、閱聽愉悅度與收視意圖等都比影音新聞具有正向的顯著結果;而動畫新聞與影音新聞在新聞評價上則沒有差別,研究發現與過去研究大致相符合。而在新聞主題上,受試者對於政治新聞的收視意圖明顯高於財經新聞,本研究認為主要因為政治新聞對於受試者來說相關性較高,因此得到這樣的結果。 動畫新聞是一種新聞呈現的方式,本研究發現,若能將動畫新聞用於硬性主題且著重在事件本身的新聞議題,將會增加公共事務與重要事件的擴散性,吸引更多閱聽人接收新聞資訊。
The study focuses on how the hard news topics and the news presentation forms affect the audience reactions in their cognition, attitudes and behavioral intentions. Many groups protest against the Next Media Animation (NMA), which are representing and simulating soft news by animations. However, some scholars, experts and studies think that animated news have positive effects on hard news topics. Therefore, this study was proposed to examine the relationships among hard news topics and news presentation forms in order to explore the audience reactions after receiving news. Two-factorial experimental design was conducted and 64 respondents completed the experiment. The results of this study indicate that in two factors’ interaction are not significant. In the news presentation forms, compare with video news, animation news have positive significant results of the news attention, recall, news emotions, pleasure and viewing intention. There is no significant in news evaluation. In contrast to financial news, political news makes the audience have higher watching intention. This study shows the use of animation news in the hard topics will increase the proliferation of public affairs and attract more people receiving News.