Cohen Akiba

YOU, ME OR TV: WHO'S FAILING THE NEWS TEST?: 

YOU, ME OR TV: WHO'S FAILING THE NEWS TEST? Akiba Cohen Department of Communication Tel Aviv University

Propositions: 

Propositions Based on research in a variety of countries (including Shoemaker & Cohen, forthcoming) TV news is still the major source of information for most people. Understanding the news on TV is (or at least ought to be) considered as a prerequisite to using the news for intelligent decision-making.

Hypotheses: 

Hypotheses The conventional hypothesis in Third Person Effect research – people attribute more or greater negative effects of mass media to others than to themselves. My non-conventional (original?) hypothesis regarding a possible positive Third Person Effect – people attribute better understanding of mass media (specifically TV news) to themselves than to others.

Why is understanding TV new an issue? Or why is it difficult to understand TV news?: 

Why is understanding TV new an issue? Or why is it difficult to understand TV news?

Content Features: 

Content Features Great variability of topics Complex issues Social conflicts: complexity, intensity, lack of solvability Graphic footage Domestic and foreign

Audience Characteristics: 

Audience Characteristics Different reasons for viewing Different interest levels Idiosyncratic repertoires, experiences and knowledge Different available schemas Different levels of education, etc.

Presentation Features: 

Presentation Features Very brief items Numerous cuts and changes of scenes No break and reflection time between items Audio/visual mismatches Speed of speech Brief soundbites Use of unfamiliar acronyms and concepts Voice over and natural sound Computer graphics: statistics, charts

I haven’t recently examined whether people actually understand the news; but in previous work (e.g., Adoni & Cohen, 1978) as well as many other – mostly experimental – studies on news, it was found that people indeed have problems understanding much of the the news.: 

I haven’t recently examined whether people actually understand the news; but in previous work (e.g., Adoni & Cohen, 1978) as well as many other – mostly experimental – studies on news, it was found that people indeed have problems understanding much of the the news.

Current survey – June 2005: 

Current survey – June 2005 Conducted by Market Watch Part of Omnibus Survey Jewish adults 18+ n=500

Open Questions: 

Open Questions Is the perception of understanding the news related to the perceived impact of the news? Assuming that people are still watching TV news, what can be done to increase the level of understanding? If news can be better understood, will the gap between “self” and “others” decrease?

Thank you!: 

Thank you!