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阅读死于复杂性:在线新闻消费者更喜欢简单的写作
Hillary C Shulman1, David M Markowitz2, Todd Rogers3
1School of Communication, Ohio State University, Columbus, OH 43210, USA.
Science advances
|June 5, 2024
概括
读者更喜欢简单的新闻标题. 研究表明,简单的标题增加了读者的注意力和理解力,而不是复杂的标题. 这表明一个更简单的写作启发性指南一般观众.
科学领域:
- 认知心理学 认知心理学
- 媒体研究 媒体研究
- 语言学的语言学.
背景情况:
- 在线新闻消费正在迅速增长.
- 新闻标题在拥挤的数字空间中争夺读者的注意力.
- 对于新闻机构来说,了解标题的有效性至关重要.
研究的目的:
- 调查读者对标题复杂性的偏好.
- 为了确定简单和复杂的头条新闻的认知处理.
- 探索大众和专业作家之间的标题处理的差异.
主要方法:
- 分析了3万多个实地实验与华盛顿邮报和Upworthy.
- 信号检测研究,以评估读者的注意力和处理深度.
- 一般读者和专业作家之间的标题处理的比较.
主要成果:
- 绝大多数读者更喜欢简单的标题而不是复杂的标题.
- 广大读者对简单的标题给予了更多的关注,并深入地处理了简单的标题.
- 专业作家对更简单的标题没有表现出相同的偏好,表明不同的处理模式.
结论:
- 一个简单的写作启发式指导一般读者的注意力向更容易访问的标题.
- 新闻机构可以通过简化标题语言来提高读者参与度.
- 弥合新闻编辑和读者的处理风格之间的差距是有效在线沟通的关键.
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