Fuelling the debate: Predictive relationships among personality characteristics, motives and effects of melodramatic animated news viewing

Melodramatic animated news is a new news reporting format used by some media organizations that has drawn a huge online viewership. This study adopted uses and gratifications theory and surveyed 312 college students to investigate their viewing of animated news. Seven motives were identified, through factor analysis, for viewing such animated news videos. The results of hierarchical regression analysis suggest predictive relationships among personality characteristics, the seven motives, the effects of perceived news credibility and newsworthiness, and the intention to share such animated news videos with others. Implications, ethical issues and directions for future research are discussed.