Drawing from psychological research, the study examines how story form influences reader reaction to news accounts of mass violence in Africa. An online survey with embedded experimental conditions was administered to a US Internet panel (n = 638). Results show that how the story is told affects reader emotional response and, indirectly, charitable giving. Story personification had the strongest influence, followed by stories with photographic images. Use of statistical and mobilizing information had only a small effect on reader response. The straight news story – the predominant form of news reporting – evoked the weakest emotional response. The findings underscore that simply ‘reporting the news’ is often insufficient to arouse audience response. The reader needs empathetic connection, especially when dealing with large-scale distant suffering. Applying psychological principles to practical journalism, the study is intended to guide media practitioners and activists as they seek better ways to bring attention to the world’s most deplorable conditions.
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