Please use this identifier to cite or link to this item: https://ptsldigital.ukm.my/jspui/handle/123456789/779365
Title: "Understanding bright(s): practice and future"
Authors: Kalei Joethi A/P Sahadevan
Tan Huey Pyng
Conference Name: International Conference On Social Sciences And Humanities - ICOSH
Keywords: Media juxtaposition
Media content analysis
Reader engagement
Conference Date: 2009-12-02
Conference Location: Universiti Kebangsaan Malaysia, Bangi, Selangor
Abstract: Stone (1992) described 'Bright(s)' as common method used by media practitioners to juxtapose the hard news with a bright, humorous or interesting news piece to reduce the dampening impact (of the hard news that normally revolves around crime, deaths or hard political news) so that the readers can continue reading. Bright(s) is commonly placed on the front page of the print media. The purpose of this study is to look out if the current print media are still practicing the concept of Bright, and whether the term bright is used to describe this concept. In addition, if they are not using it then the reason why is also studied. This angle will provide an understanding and use of bright and if it sees a future especially in the online medium. The study uses content analysis of three months of three newspapers of different languages, i.e. Malay, English and Chinese newspapers. Interviews with the particular chief news editors are also conducted to obtain a clearer picture. At present, we are unable to provide the results as the study is still ongoing and in the second month. We are confident of presenting an interesting result due for the conference.
Pages: 67
Call Number: H53.M4I555 2009 n.1 sem
URI: https://ptsldigital.ukm.my/jspui/handle/123456789/779365
Appears in Collections:Seminar Papers/ Proceedings / Kertas Kerja Seminar/ Prosiding

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