Abstract
The study aims to examine whether the scandalous news of readers’
favorite celebrity has any effect on the existing perception of their
favorite celebrity. Based on Elaboration Likelihood Model, a survey
of 420 students of undergraduate and post graduate level from
University of the Punjab was conducted. The finding of the study
reveal that though most of the readers did not have a strong
affiliation with their favorite celebrities, but once the readers had
developed an affiliation with their favorite celebrity, reading any
scandalous news or its follow-ups about them, liking or disliking
neither increases or decreases. The scandalous news on them is
perceived only as a form of entertainment which contributes in the
fame of celebrities.
Sajida Awais. (2017) Impact of Celebrities’ Scandalous News on Newspaper Readers (A survey Analysis from Urdu Newspaper Readers), Journal of Media Studies, Volume 32, Issue 2.
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