AUDIENCE PERCEPTION OF HOOK USAGE IN HEADLINE FRAMING BY PHOENIX MEDIA
Abstract
ABSTRACT
This study investigated Audience perception of hook usage in headline framing by Phoenix media.
The study specifically ascertained audience exposure of different demographic group towards
headline framing by phoenix media, ascertain the factors that influenced the perception of
audience towards choosing headline on Phoenix media , find out the extent to which Audience rely
on Phoenix media for information and examine the various headline adopted to catch Audience
attention. The use of Framing theory, Elaboration likelihood model and Media dependency theory
were employed for this study. The survey method used questionnaire to gather data from the
sample size of 378 audience that uses Phoenix media. The study showed that Phoenix media plays
an important role in promoting news worthy information and such headline should not be framed.
The study also shows that Phoenix media adopt headline frames to catch the audience attention to
read. From the foregoing findings, the study recommend that social media literacy programs
should be conducted, headlines should match the news story and editorial check or training.
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