Dissertations and Theses @ UNI


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


Degree Name

Master of Arts


Department of Theatre


Department of Communication and Theatre Arts

First Advisor

Jon Hall


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Date Original


Object Description

1 PDF file (96 pages)



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