Integrating the effects of televised news on-screen enhancements on visual attention and recall (2010)

Thesis Archive

Integrating the effects of televised news on-screen enhancements on visual attention and recall (2010)

Gonzales, Jonathan G.
Ishimori, Bonnibelle C.
Samson, Mark Vincent S.

Abstract:

-This study is about the effects of on-screen enhancements currently present on television news programs on the visual attention and recall of the television viewer. The group identified three types of on-screen enhancements which are color contrast, speed of characters in text and on-screen text displays (Leading type and Rapid Serial Visual Presentation type). A 23 factorial is used to determine the combinations of the said variables. With the use of an eye tracker device, attention of the respondent is measured. On the other hand, a test questionnaire containing the headlines found on the ticker display is presented to the respondent to be able to measure the recall of the viewer. Respondents are students from De La Salle University-Manila.

From the experiment conducted, it was found out that on-screen text displays increased visual attention of the viewer. In addition, the RSVP display attracted more attention from the viewer than the leading text display. Also, a combination of a low setting for speed and a high setting of color contrast yielded a high dwell time on the news ticker AOI, which means that it caught the attention of the viewers. As for the recall of the viewers, a high setting of color contrast was the only significant factor. All other factors remained insignificant and do not contribute to recall.

To further validate the results, students from other schools, economic classes and age groups were tested. Results show that the scores obtained were lower as compared to the first set of respondents (DLSU students). However, the difference between the two sets of respondents is insignificant.

In conclusion, most of the viewers did not look at the on-screen text displays. Having attention to the television screen did not necessarily increase recall of the viewers.

This study assessed the current design of television news on-screen text displays to effectively convey information to viewers. With this, broadcast companies can improve information dissemination to television news viewers through on-screen text displays.

Adviser:

Mr. Edgar Mutuc