'The Effect of News Teasers in Processing News on Television\r'

' then(prenominal) enquiryes on cognitive orders of intelligence show teasers[1] (or tidings show previews) were mainly focused on the viewer upkeep and retentiveness performance (e. g. Scheuder & innocence, 1989; Cameron, Shleuder, & Thorson, 1991; Schleduder, White & Camerson, 1993), alone little research has been conducted to hit the books the effects of the by-product of intelligence agencycasts-news teasers. Chang’s paper aimed at filling the gap between previous researches by exploring the role of news teasers in mathematical processing video recording news and examining the effectiveness of different news teasers in amend information retention and comprehension.\r\nChang found that the carriage of a news teaser in the forgo TV program enhanced viewer’s rec entirely and comprehension of the news story teased. Additionally, the front man of a program reference in the news teaser demonstrated a significant disturb on viewer’s co mprehension of the news whilst presentation format of the news teaser did non have any effect.\r\nAccording to the priming effect and schema theory, priming is a natural process of the spreading activating particular connectednesss in remembering (Berkowitz & Rogers, 1986) and it is used to explain the effects of news previews on viewer’s attention and memory status (Schleuder, White, & Cameron, 1993). In addition, Schemata be genial structures that people use to organize their knowledge, make signified of an event and provide a framework for afterlife understanding.\r\nWith the use of a program reference in a news teaser will not only enhance spreading activation process, yet serve a cue emphasizing the connection between program and upcoming news story. Therefore, Chang’s take up contended and showed that program-referred teasers have stronger priming effects on viewer’s recall and comprehension. Chang’s findings are particular useful in amplifying the agenda backcloth effect by leveraging on the family between preceding program, news teasers and the following news give birth.\r\nCommon examples of such(prenominal) application include barely not limited to socio-educational messages such as rubber eraser sex, safe driving, and campaigns against drugs, smoking and driving after alcohol consumption. A situational drama can first watch over how drug taking ruined the life of a fictional character, following by a news teaser in the commercial break extracting scarce scenes from the upcoming news program, then the news feature itself. The interaction between the three elements within such a short period of time not only could reinforce the message to be conveyed, but also deepened viewer’s impression on the issue.\r\nThe most severe weakness of Chang’s ask is that it employed a simulated newscast and news teasers kind of of naturally occurring ones. Besides, the external validity of Chang’ s research is weak given the TV viewing seance was conducted in a laboratory setting with all participants being students. Despite the above limitations, Chang’s study does provide new insights for practitioners to adopt in improving audience flow in broadcasting.\r\n'