Exemplification Effects of Multimedia Enhancements

摘要

This research addresses multimedia effects through the lens of exemplification, thereby providing insight into consequences of using multimedia to embellish news content. Specifically, the study examines whether the vivid display of multimedia enhancements could influence the way people perceive issues reported in the accompanying stories. A 3 × 2 × 2 mixed factorial experiment was conducted with exemplar valence and exemplar vividness presented via multimedia elements and time of response serving as factors. According to the results, the content of multimedia additions created a shift in issue perception. The more interesting finding was the interaction effect of valence and vividness in multimedia exemplification. Valence of highly vivid exemplars was more likely to bias issue perception than did valence of non-vivid exemplars. This effect occurred in the presence of identical, two-sided textual content across all conditions. Theoretical and practical implications of the findings are discussed.View full textDownload full textRelated var addthis_config = { ui_cobrand: "Taylor & Francis Online", services_compact: "citeulike,netvibes,twitter,technorati,delicious,linkedin,facebook,stumbleupon,digg,google,more", pubid: "ra-4dff56cd6bb1830b" }; Add to shortlist Link Permalink http://dx.doi.org/10.1080/15213269.2012.723119