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Negativity

Bad news - involving death, tragedy, bankruptcy, violence, damage, natural disasters, political upheaval or simply extreme weather conditions - is always rated above 'positive' stories.

Relates to public service advertising. All campaigns have to be negative to get the point across.

Elite Nations or People

Any story which covers an important, powerful nation (or organisation) has greater news values than a story which covers a less important nation.

Sometimes not elite nations are more important, but can you get someone famous in the publicity advert to promote it for example, Cheryl Cole supports Children in need.

Recency

Newspapers are very competitive about breaking news - about revealing stories as they happen. 24 hour news channels such as CNN and BBC World also rate this value very highly.

Relates to public service advertising, could use Paul Walkers death on a road safety campaign.

Size

Does matter when it comes to news stories. The bigger impact a story has, the more people it affects, the more money/resources it involves, the higher its value. This is also known as threshold.

The bigger the problem the more it will need promoting. For example promoting Cancer charities is important as it affects a large amount of people.

Uniqueness

'Dog Bites Man' is not a story. 'Man Bites Dog' is. Any story which covers a unique or unusual event.

Doesn’t relate to public service advertising.

Continuity

Events that are likely to have a continuing impact have a high value when the story breaks, as they will develop into an ongoing narrative which will get audiences to 'tune in tomorrow'.

If something has been in the news a lot it ties in to Public services such as famine and the Tsunami appeal.

Exclusivity

Simplicity

Obvious, but true. Stories which are easy to explain are preferred over stories which are not.

Simpler the better – don’t want to overload people with information.

Also a major factor when setting the news agenda. If a newspaper or news programme is the first and only news organisation breaking a story, then they will rate that very highly.

Not important in Public service advertisements.

Predictability

Does the event match the expectations of a news organisation and its audience? If a news story conforms to the preconceived ideas of those covering it, then it has expectedness as an important news value.

Can be relevant as at certain times of the year different campaigns are aired. For example, fire safety near bonfire night and homeless charities near Christmas.

Proximity

Personality

Currency

Audiences supposedly relate more to stories that are close to them geographically, or involve people from their country.

Relates to public service advertising in that it warns people of worst affected areas and how to prevent the danger. For example: ’30 bikers were killed here last year’.

Stories that centre around a particular person, because they can be presented from a 'human interest' angle, are beloved of newspapers, particularly if they involve a well-known person.

Using well known people to get attention, for example the Hollyoaks actors are used in the domestic violence campaign following their current storyline.

This is almost opposite to recency, in that stories that have been in the public eye for some time already are deemed valuable.

Can use the currency of an event to highlight an issue. For example, war has been in the news for a long time but used on the advert for Help for Hero’s. Reminding them it is still happening and they still need support.

Galtung and Ruge News Values (1965)

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