Cooper C P, Burgoon M, Roter D L
Arizona Cancer Center, College of Medicine, University of Arizona, USA.
Health Commun. 2001;13(3):227-40. doi: 10.1207/S15327027HC1303_1.
Understanding what drives viewer interest in television news stories about prevention topics is vital to maximizing the effectiveness of interventions that utilize this medium. Guided by expectancy-value theory, this experiment used regression analysis to identify the salient beliefs associated with viewer attitudes towards these types of news stories. The 458 study participants were recruited over 30 days from a municipal jury pool in an eastern U.S. city. Out of the 22 beliefs included in the experiment, 6 demonstrated salience. Personal relevance, novelty, shock value, and the absence of exaggeration were the core values reflected in the identified salient beliefs. This study highlights the importance of explaining the relevance of prevention stories to viewers and framing these stories with a new spin or a surprising twist. However, such manipulations should be applied with savvy and restraint, as hyping prevention news was found to be counterproductive to educating the public.
了解是什么因素激发了观众对有关预防主题的电视新闻报道的兴趣，对于最大限度地提高利用这一媒介的干预措施的有效性至关重要。在期望价值理论的指导下，本实验使用回归分析来确定与观众对这类新闻报道的态度相关的显著信念。458名研究参与者在30天内从美国东部一个城市的市级陪审团候选人名单中招募。在实验中包含的22种信念中，有6种表现出显著性。个人相关性、新颖性、震撼价值以及不夸张是已确定的显著信念中所反映的核心价值观。本研究强调了向观众解释预防报道的相关性以及以新的视角或令人惊讶的转折来构建这些报道的重要性。然而，这种操作应该明智而克制地应用，因为发现炒作预防新闻对教育公众会产生适得其反的效果。
