Next media animation and its influences on university students: a study of Umbrella Movement in Hong Kong

Abstract

The relationship between media framing and individual level outcome is examined in this study. Combined research methods of qualitative content analysis and quantitative survey are adopted. During the Umbrella Movement, Apple Daily had produced Next Media Animation videos on what have happened every day. The media frames of NMA can have significant influences on university students’ attitude, perception, and political behavior. When reporting news about the movement, NMA has adopted various sensational techniques to construct media frames which contain subjective evaluations on aims, police, government, anti-protestors, and impacts. The attitude and perception of viewers are distinct from that of non-viewers. The viewers also tend to participate more in the movement. However, it is found that the influences of NMA on students reduce with time. The media effects are not obvious in the later stage of movement. And, the largest force to mobilize university students to take part in this movement is their hostility towards police.