| Summary: | 碩士 === 國立交通大學 === 客家學院傳播與科技學系碩士班 === 107 === The digital transformation in journalism has almost become a trend, and many news media have tried to introduce innovations in the journalistic format through technology. Therefore, the importance of digital longform articles is getting concerned. This study explores the information processing of audiences in reading multimedia narratives, and compares the effects of embedded multimedia and traditional multimedia format on audiences’ knowledge gain, attitudes, emotional reactions, and narrative transportation. Moreover, individual differences (issue involvement and prior knowledge) are considered to see if they will affect the news information processing.
A between-subject 3 (issue: labour/social/culture and art) × 2 (embedded multimedia/traditional multimedia) online was conducted. Although this study did not find any significant differences on knowledge gain and emotional reactions. Significant effects of multimedia narratives on attitude change were found within specific issues. In the case of general lack of prior knowledge on hard news, the study finds that the use of multimedia in news coverage may affect audiences’ comprehension and viewpoint of issues, which also creates effects that traditional narratives cannot achieve. Additionally, the narrative focus differences of different genres of issues may be potential factors affecting audiences’ information processing. Controversial issues and some issues that easily cause stereotypes of news figures or events are suitable for presentation in the form of embedded multimedia.
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