| The appearance and development of the computer and Internet have broughtunprecedented revolution to the spread of information. The media technology enables Internetprovide us different types of information by the way of multimedia such as words, pictures,photos and voices. In particular, the rapid development of stream media technology makes themultimedia real-time play such as animation and audio-visual become the mainstream;meanwhile, the influence of network broadband and computer system on playing is reduced.Technological advancement makes Internet become the main way for people to obtaininformation and the key arena for every media to compete for the audient.Nowadays the spread manner of the information on news websites has expanded fromonly word news to the combination of many manners like words, photos and videos. It iscommon to use two or three media in one piece of news, which is the higher expectationbrought by the technology to people. However, can the increase of appearance manner ofmultimedia promote the effects of spreading news? The writer attempts to study the effects ofdifferent appearance manner of multimedia in news websites.The theory of this research is the threshold effects of multimedia spread; the content ofthis research are two pieces of current affairs news; and the methodology of this research is anexperiment. The experiment takes the multimedia appearance manner (words, news, videonews, the news of the combination of photos, the news of the combination of photos andwords, the news of the combination of videos and words and the news of the combination ofwords, photos and videos.) as the independent variable, measuring the spread effects fromthree dimensions of the memory of the audient, comprehension and attitude comment andanalyzing the mean square deviation from the three dimensions that are taken as thedependent variables. Through the experiment, the writer verifies the assumption that thespread effects of different appearance manners of multimedia information are in accordancewith the theory of the threshold effects. The larger number of the media participating inspreading does not equal the better spread effects. The influence of the number of multimediaon the spread effects appears to be like∩，the threshold value is2. The best spread effectsare through the combination of videos and words.Meanwhile, according to the experiment result, the writer analyzes from threeperspectives: the influences of appearance manners of multi-media information on the effectsof information memory, information comprehension and the degree of the comment onattitudes. In addition, the writer gives some implications and tries to provide news websitessome suggestions to improve the spread effects. |
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