Degree Name
Master of Arts (MA)
Semester of Degree Completion
1992
Thesis Director
Douglas Bock
Abstract
This study tests the hypotheses that actualities increase the audience appeal and credibility of a radio newscast. Two treatment newscasts of identical content were produced using the same announcer. One of the treatments used actualities in four of the seven stories while the other treatment had no actualities. Analysis of variance was used to compare subjects' evaluations of the two treatments. The study found that contrary to common wisdom in the radio industry, actualities have no statistically significant impact on the audience appeal of a newscast. The data did not confirm the credibility hypothesis; it strongly suggested that actualities do improve the credibility ratings of a newscast. Factor analysis showed that credibility is an important element in subjects' evaluation of a radio newscast, ranking second to audience appeal. More research is needed to examine the actuality-credibility link. If it exists, it gives radio news departments empirical evidence to support the on-going practice of spending a great deal of time, effort, and money producing actualities.
Recommended Citation
Bradd, Michael G., "How Actualities Affect the Credibility and Audience Evaluation of Radio Newscasts" (1992). Masters Theses. 2205.
https://thekeep.eiu.edu/theses/2205
Included in
Broadcast and Video Studies Commons, Journalism Studies Commons, Mass Communication Commons, Radio Commons
