REVISITING MEDIA ATTENTION SCORE: EVOLUTION OF SIN CHEW DAILY’S NEWSPAPER DESIGN

This study was conducted to revisit media attention score byscrutinizing the evolution of sin chew daily’s newspaper design.the study aims to identify differences in the newspaper designof sin chew daily after the era of independence day up to recenttimes. since post-independence, the newspaper is produced usingglues and metal, with very simple design. there are differencesin terms of the development in layout, headline, column gutters,logo, image, typography and colours from the era of 50’s untilnow. in this study, the five approaches of budd attention scoreare used to measure the news prominence of sin chew daily. thetheory in this study is to understand the measurement of visibilityand suitability of budd attention score used in this present day.the purpose of the study is to look at the evolution of sin chewdaily’s newspaper design and to review the usage of budd’sattention score (1964) in evaluating news prominence in sinchew daily.