Open Access Thesis
Broadcast journalism; Metaphor;
A recent communication theory premise that individuals tend to arrange their thinking metaphorically is the focus of this study. Some communication scholars posit that humans actually think in metaphors. That is, individuals understand something by using one thing to stand for another. Humans communicate by comparing things they understand. Thus, we as humans actually arrange our thinking metaphorically and we understand things or interpret symbols by processing information through a system of metaphoric concepts.
This study attempts to extend metaphoric concept communication theory by examining the broadcast news segment of mass media. This study's general hypothesis is that if individuals do in fact organize their thinking metaphorically they will prefer newscast language that is organized and presented in metaphoric concepts.
To test this hypothesis, audiences were surveyed to gain responses to two broadcast news stories and two increased metaphoric concept versions that were created for the study. The taped news story versions were randomly presented and audience responses were tabulated on a survey instrument which asked respondents to rate each news story version by preference.
Survey results were analyzed using the Statistical Package for the Social Sciences (SPSS-X) program. Analysis indicates that audiences overwhelmingly reject metaphoric concept news stories and prefer basic newscast stories.
Year of Submission
Master of Arts
Department of Theatre
Department of Communication and Theatre Arts
1 PDF file (96 pages)
©1985 Denis Martin Bramblette
Bramblette, Denis Martin, "Audience Preference for Metaphoric Concept in Broadcast Language" (1985). Dissertations and Theses @ UNI. 1482.