Abstract
Journalists often assume that consumers are drawn to stories of mass murder because of their morbid curiosity. As a result, cable television reports and news stories tend to focus on details of the killer’s biography and modus operandi, possibly neglecting aspects of an incident that could provide consumers with practical knowledge for preventing a massacre and, at the same time, would not inspire future killers looking for fame and celebrity. For this study, we manipulated the news focus of a story about a high school rampage—putting it on the killer, the first victim, or a heroic figure who ended the violence—in an experiment conducted via Qualtrics survey software with a sample of 212 U.S. adults. Additional independent variables in the analysis included respondents’ gender, age, and degree of fear. The dependent variable consisted of a measure of respondents’ interest in reading a news story about the school shooting. Results from a four-way analysis of variance indicated that subjects were significantly more interested in the school shooting when the focus of attention was on a courageous bystander who stopped the onslaught than when the focus was on either a victim or the killer. Moreover, fearful subjects were significantly more likely than their fearless counterparts to express interest in a news story about mass murder. Age also made a significant difference, with respondents in their early 40s (who may be particularly likely to have children in school) indicating more interest in mass murder news stories than those in their mid-30s. No significant interactions were obtained.
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