Primacy of Broadcast News: A Mediation Analysis of Recall, Attitudes, and Voting Intentions

Yun Jung Choi, Jong Hyuk Lee

Research output: Contribution to journalArticlepeer-review

2 Scopus citations


This study examines how the order and proportion of scene valence within a television news story influence viewers' processing of political information. The results of the study, based on structural equation modeling and Sobel's mediation analysis, suggest that, in a news story about a political candidate, positive information on the candidate is recalled better if he or she is praised at the beginning of the story and then criticized at the end than if he or she is criticized first and praised later. In addition, there was a strong proportion effect. Stories with a high proportion of positive scenes were more likely to increase the participant's recall of positive information and induce his or her favorable attitudes and voting intentions than those with a low proportion of positive scenes.

Original languageEnglish
Pages (from-to)84-103
Number of pages20
JournalJournal of Applied Communication Research
Issue number1
StatePublished - Feb 2013


  • Broadcast News
  • Impression Formation
  • Media Framing
  • Order Effect
  • Political Communication
  • Proportion Effect


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