廣電新聞編排次序對閱聽人的影響

Effects of the Serial Position for Broadcasting News on Audiences

新聞部門可說是國內廣播與電視公司之主要採行「節目自製」的部門，但放眼現有三家電視臺或第四台、廣播電臺，除偶爾參考收視率調查外，大多輕乎閱聽人市場分析，自行從事新聞編排。國內相關研究也付之闕如。本研究採取實驗法，分別比較六組廣播受試者與六組電視受試者對新聞內容的回憶程度。結果如下：1.聽眾較容易記憶廣播新聞編排次序最開始或最後的新聞，即分別呈現最初效應或臨近效應；2.觀眾較容易記憶電視新聞編排次序最開始或最後的新聞，即分別呈現最初效應或臨近效應；3.電視新聞的最初效應與臨近效應，較廣播新聞的最初效應及臨近效應顯著。

News department is one of the major department for radio and television stations. However, most of the news department of radio and television stations in Taiwan ignore audience research but edit the serial position for broadcasting news by themselves. Few literature deals with this topic. This research, used by experimental design, compared respondents' recall on news contents with six radio groups and six television groups. The result shows that: 1. Radio listeners tend to recall the first or the last serial position of broadcasting news. The first is called 'primary effect'; the last is called 'recency effect'. 2. Television audiences tend to recall the first or the last serial position of broadcasting news. The first, 'primary effect'; the last, 'recency effect'. 3. The primary effect and the recency effect for television news are more significant than those for radio news.