Hip Hop Phrases by CNN Headline News a Major Gamble Library: LIF-POP Keywords: Description: A plan by CNN Headline News to use hip hop phrases in daily newscasts is a risky gamble, says a group of Ball State University educators.
HIP HOP PHRASES BY CNN HEADLINE NEWS A MAJOR GAMBLE
MUNCIE, Ind. - A plan by CNN Headline News to use hip hop phrases in daily newscasts is a risky gamble, says a group of Ball State University educators.
The 24-hour cable news network is going to add such slang phrases like "bling-bling," "flava," and "freak" mixed in with the day's headlines as the AOL Time Warner-owned cable network turns to hip hop lingo to lure younger viewers.
Steve Bell, telecommunications professor and former ABC News reporter, described the plan as a classic example of taking a good idea to its ultimate, illogical conclusion. "Writing conversationally is a key to good broadcast news writing, but the objective is to provide accurate, balanced information that promotes understanding," Bell said. "By definition, 'slang' is a moving target with a dangerous potential for confusion and misunderstanding.
"Attracting a younger audience to serious news is an important challenge for all of us, but I suspect even homeys and honeys will find contrived, hip news a turn-off," he said.
The CNN list of hip hop phrases include "jimmy hat" meaning condom, "fly" for sexually attractive, and "ill" meaning to act inappropriately.
The network, which went through an ambitious revamp in the last year, wants to attract the 18- to 49-year-olds who are the most attractive audience for advertisers. In September, Headline News overtook GE-owned MSNBC in 18-49 age group for the second month in a row.
Jim Needhman and Tim Pollard, telecommunications professors, both said adding hip hop was not surprising in today's competitive television news market.
"CNN Headline News and its competitors in the news business want to communicate and cater to that younger audience at the risk of alienating the audience that doesn't? understand or appreciate the targeted lingo," said Needham, a former Indianapolis television executive. "There?s the rub. Who does tune in the news?
Pollard believes adding new words and phrases will be successful if it does attract new and younger viewers while retaining an older audience.
"In the end, it doesn't matter what the critics say if the eyeballs are glued to the screen," he said. "CNN may be ahead of the curve here." --- Sent from UnionMail Service [http://mail.union.org.za]