INTRODUCTION

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THE CORRESPONDENT, THE COMIC, AND THE COMBATANT: HOW MODERATOR STYLE AND GUEST CIVILITY SHAPE NEWS CREDIBILITY By Emily K. Vraga, Mitchell Bard, Leticia Bode, D. Jasun Carr, Stephanie Edgerly, Courtney Johnson, Young Mie Kim, & Dhavan V. Shah

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THE CORRESPONDENT, THE COMIC, AND THE COMBATANT: HOW MODERATOR STYLE AND GUEST CIVILITY SHAPE NEWS CREDIBILITY. By Emily K. Vraga, Mitchell Bard, Leticia Bode, D. Jasun Carr, Stephanie Edgerly, Courtney Johnson, Young Mie Kim, & Dhavan V. Shah. INTRODUCTION. - PowerPoint PPT Presentation

Transcript of INTRODUCTION

Page 1: INTRODUCTION

THE CORRESPONDENT,

THE COMIC, AND THE COMBATANT:HOW MODERATOR STYLE AND GUEST CIVILITY SHAPE NEWS CREDIBILITYBy Emily K. Vraga, Mitchell Bard, Leticia Bode, D. Jasun Carr, Stephanie Edgerly, Courtney Johnson, Young Mie Kim, & Dhavan V. Shah

Page 2: INTRODUCTION

INTRODUCTION

The way Americans get their news is changing Success of political humor shows like The Daily

Show Success of aggressive talk shows like The O’Reilly

Factor Previous research has focused on effects of

video-malaise on trust and perceptions Incivility (Mutz & Reeves, 2005; Cho et al., 2009)

Combative television (Forgette & Morris, 2006)

Political humor (Baumgartner & Morris, 2006; Tsfati et al., 2009)

But how do shifts in moderator role affect this relationship?

Does moderator style interact with guest tone?

Page 3: INTRODUCTION

MODERATOR STYLE Moderators organize discussion and promote

high-quality exchange (Janssen & Keis, 2005)

Moderator-As-Correspondent Journalists as “fair-minded moderators” (Ettema, 2007)

Ensure guests given equal time, pose critical questions, and reiterate key positions

Moderator-As-Combatant Journalists as a check on the powerful (Schudson, 1994)

But “attack dog” style may be detrimental (Tannen, 1998)

Moderator-As-Comic Self-effacing humor boosts credibility and likeability

(Lyttle, 2001) and defuses tension (Miron et al. 2008) But comedic talk shows may also lessen media trust

(Baumgartner & Morris, 2006)

Page 4: INTRODUCTION

GUEST TONE

Recent boom in high drama political talk shows But these shows can turn nasty, including

personal attack (Forgette & Morris, 2006)

Research suggests televised incivility decreases trust in politicians & political institutions (Mutz & Reeves, 2005; Cho et al., 2009)

Incivility also heightens arousal and entertainment of a show (Mutz & Reeves, 2005; Mutz, 2007)

But outlets containing contentious programs – like Fox, CNN, and MSNBC – are among the most trusted in America (Public Policy Polling 2010)

Page 5: INTRODUCTION

EFFECTS ON MEDIA CREDIBILITY

Effects of modality understudied with increasing blending of hard and soft news (Baym, 2010)

Despite decades of concern about media credibility (Gaziano, 1988; Tsfati & Cappella, 2003)

Credibility remains multi-dimensional concept (Meyer, 1988; Fico et al., 2004)

Perceptions of media credibility driven by on-air personalities for TV news (Newhagen & Nass, 1989)

Thus, the behavior of a moderator and the guests on a political talk show should have a large impact on ratings of media credibility

Page 6: INTRODUCTION

HYPOTHESES: MODERATOR ROLE

H1: A correspondent will lead to higher ratings of a) moderator credibility, b) program credibility, c) change in media trust, d) program informational value and lower ratings of e) entertainment value compared to both the combatant and comic.

H2: A comic will lead to higher ratings of a) moderator credibility, b) program credibility, and c) change in media trust, compared to a combatant.

RQ1: Does the comic lead to higher perceptions of program a) informational value and b) entertainment value compared to a combatant?

Page 7: INTRODUCTION

HYPOTHESES: GUEST TONE H3: Uncivil guests will lead to higher ratings

of a) moderator credibility and b) program entertainment value but lower ratings of c) program credibility and d) change in media trust compared to civil guests.

RQ2: How will uncivil guests affect ratings of program informational value compared to civil guests?

H4: The effects of moderator style will be conditioned by the tone of the guests, such that we will see larger depending on moderator style when guests are civil compared to when they are uncivil.

Page 8: INTRODUCTION

METHOD Simulated political talk show

Professional actors: Moderator with two guests Professional director & experienced producer Discussion of proposed governmental policy of

cap-and-trade 3 (Moderator style: Correspondent, Comic,

Combatant) x 2 (Guest Tone: Civil, Uncivil) Measures

Moderator credibility Program credibility (Meyer, 1988; Fico et al., 2004)

Change in media trust Program informational value & entertainment

value (Mutz & Reeves, 2005)

Page 9: INTRODUCTION

RESULTS: MODERATOR STYLE

Page 10: INTRODUCTION

RESULTS: GUEST TONE

Page 11: INTRODUCTION

RESULTS: INTERACTION

Page 12: INTRODUCTION

SUMMARY OF RESULTS

The correspondent performs best in terms of program and media credibility But does not hurt entertainment value

The combatant is the least credible The comic mitigates some of the negative

effects of aggression – but never outperforms the correspondent

Guest tone has no impact on ratings of program or media credibility

Nor does guest tone interact with moderator style Compartmentalized judgments?

Page 13: INTRODUCTION

TESTING ALTERNATIVE EXPLANATIONS

Moderator style did not affect ratings of attention to the program People did not report paying more attention to

the combatant or the comic Correspondent also produces greatest

intentions to watch program in the future Guest tone also not related to trust in the

political system Does not replicate Mutz & Reeves (2005) Guests not politicians but pundits? Again – judgments compartmentalized

Page 14: INTRODUCTION

IMPLICATIONS

Correspondent follows deliberative ideal Neutral, truth-seeking, balanced This style best matches viewers’ expectations

A correspondent can sustain perceptions of media credibility without hurting ratings

Media credibility driven by moderator style Not conditioned by guest tone Audience able to distinguish the source of

incivility Incivility’s lost entertainment value?

Previously, incivility entertaining and arousing Audience desensitization?


INTRODUCTIONS (LEADS) Academic introduction Creative introduction Action introduction Dialogue introduction Overarching societal statements Personal introduction.

INTRODUCTIONS (LEADS) Academic introduction Creative introduction Action introduction Dialogue introduction Overarching societal statements Personal introduction.

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