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ERIC Number: ED176330
Record Type: RIE
Publication Date: 1979-Aug
Pages: 15
Abstractor: N/A
Reference Count: 0
The Impact of Formats on Public Reactions to Television News: Happy Talk Vs. Traditional Journalism.
Myers, Sandra L.; Kaid, Linda Lee
A study was undertaken to ascertain what difference if any there is in viewer reaction to television news shows done in a traditional way as contrasted with news done in a chatty "happy talk" manner. It was hypothesized that happy talk viewers should feel significantly more entertained, happier, less depressed, less concerned, less pessimistic, consider the problems covered in the newscast to be less serious, recall fewer items, and rate the newscaster significantly higher than traditional format viewers. The 116 university students who were subjects were randomly assigned to two groups, one to watch a traditional format news show, the other to watch a happy talk format, and were given a questionnaire following the viewing that included demographic information, a semantic differential scale for each newscaster, a scale to determine emotional response to the newscast and to several of the individual stories, a news fact quiz, and an informed citizen quiz. It was found that the happy talk viewers considered themselves to be happier than traditional format viewers and they showed significantly less favorable audience reaction for the male newscaster in the happy talk format. (TJ)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A
Identifiers: Audience Response
Note: Paper presented at the Annual Meeting of the Association for Education in Journalism (62nd, Houston, Texas, August 5-8, 1979)