HOW DO TEXT-PICTURE RELATIONS AFFECT THE INFORMATIONAL EFFECTIVENESS OF TELEVISION NEWSCASTS

The following study investigates the influence of text-picture relatio ns on the communication of information by television news. Specificall y, it is aimed at comparing the effects of so-called standard pictures (i.e., the routine pictures footage of events that is constantly used in news bulletins) with pictures that actually match and illustrate t he news text itself. The effect of text-picture relations was studied in an experiment employing 100 subjects and manipulating four forms of pictorial accompaniment to news messages. The results show that stand ard pictures, which suggest authenticity and actuality but do not corr espond to the information in the text, do not facilitate retention of news content. The paper therefore not only confirms that pictures can enhance retention of news information, but appears to define the condi tions under which they do so.