The effect of news teasers in processing TV news
by Hao-chieh Alter
Earlier researches on cognitive effects of news teasers (or information previews) had been mainly focused on the viewer attention and memory efficiency (e. g. Scheuder & White, 1989; Cameron, Shleuder, & Thorson, 1991; Schleduder, White & Camerson, 1993), but little research has recently been conducted to measure the effects of the by-product of newscasts-news teasers. Chang's newspaper aimed at completing the space between previous researches by simply exploring the part of news teasers in control television reports and analyzing the effectiveness of several news teasers in bettering information retention and comprehension. Chang discovered that the existence of a information teaser in the preceding TV program enhanced viewer's call to mind and comprehension of the news story teased. Additionally , the presence of a course reference in the news teaser demonstrated a tremendous impact on audience's comprehension with the news while presentation formatting of the information teaser did not have any effect. Based on the priming result and schizzo theory, priming is a normal process of the spreading triggering particular cable connections in memory space (Berkowitz & Rogers, 1986) and it is utilized to explain the consequences of news previews on viewer's attention and memory status (Schleuder, Light, & Cameron, 1993). Additionally , Schemata will be mental structures that people value to organize their knowledge, seem sensible of an event and provide a framework pertaining to future understanding. With the use of an application reference in a news teaser will not only enhance spreading service process, although serve a cue emphasizing the connection among program and upcoming report. Therefore , Chang's study asserted and revealed that program-referred teasers include stronger priming effects upon viewer's recollect and understanding. Chang's results are particular useful in amplifying the agenda setting result by leveraging on the romance between previous program, media...