You can’t beat the feeling: How emotional responses to exemplars in news stories affect perceptions of expert sources and the message of the news story

Journalists include ordinary people as exemplars – also known as case sources – in news stories to illustrate the general issue through their personal accounts. These accounts from exemplars tend to evoke emotions in the audience and carry greater weight than base rate information when people form perceptions or attitudes on the problem at hand. In this study, drawing on a news story in which an expert source and an exemplar provide conflicting information, we explore viewers’ emotional response to the exemplar and their perceptions of the expert source and the main message of the news story. We do this by presenting participants with two versions of a television news story – one with and one without an exemplar. We measure participants’ emotional response through a combination of open-ended and close-ended self-reports and directly through electrodermal activity, and we explore their perception of sources and the message of the story through open-ended questions. We find that viewers experience increased arousal when they watch the personal account of an exemplar, and that they tend to interpret the base rate information in the light of the exemplar’s account. Furthermore, some respondents tend to delegitimize the expert source that contradicts the account of the exemplar. We discuss the implications that these results have for journalists and provide tentative advice on which measures journalists can take to counter such effects.