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ERIC Number: ED015668
Record Type: RIE
Publication Date: 1967-Aug
Pages: 76
Abstractor: N/A
Reference Count: 0
ISBN: N/A
ISSN: N/A
A COMPARISON OF THE PICTORIAL, PRINT, AND AURAL MEDIA ON CONNOTATIVE MEANING. FINAL REPORT.
ANDERSON, JAMES A.
THIS EXPERIMENT SOUGHT TO DETERMINE WHETHER CONSISTENT DIMENSIONS OF JUDGMENTAL BEHAVIOR CONCERNING STATEMENTS PRESENTED IN A GIVEN MEDIUM WOULD BE IDENTIFIED WITH DIFFERENT MEASURING INSTRUMENTS, AND WHETHER THE DIMENSIONS COULD BE RELIABLY REPRODUCED IN THE DIFFERENT MEDIA. 768 SUBJECTS RESPONDED TO 1 OF 4 CONCEPTS PRESENTED THROUGH EITHER THE PICTORIAL, WRITTEN, OR SPOKEN MEDIUM ON 50 SEMANTIC DIFFERENTIAL (S.D.) SCALES. EACH OF 35 S.D. SCALES, WHICH WERE LOADED ON 4 VISUAL MEDIUM FACTORS, WAS USED TO DEVELOP A COMPARISON TEST OF LIKERT TYPE (LT) SCALES. THEN 4 GROUPS, TOTALING 253 SUBJECTS, EACH EVALUATED 3 STATEMENTS FROM A DIFFERENT MEDIUM AND A DIFFERENT CONCEPT. TO DETERMINE WHETHER THE SD RESULTS COULD BE REPLICATED WITHOUT A PAPER AND PENCIL TEST, A SEMANTIC SPACE ANALYZER (SSA) WAS DEVELOPED. IT PRESENTED THE SD SCALES ON SLIDES, AND 87 SUBJECTS RESPONDED ON A POTENTIOMETER. ANALYSIS OF VARIANCE AND CORRELATIONAL ANALYSIS OF MEAN SCORES ON THE 3 TESTS SHOWED THAT THE CORRELATIONS WERE HIGHLY SIGNIFICANT. FACTOR ANALYSIS OF THE SD, LT, AND SSA SCALES YIELDED 2 MAJOR FACTORS WHICH APPEARED CONSISTENTLY WITH DIFFERENT MEDIA AND DIFFERENT TESTS. THUS, THE FACTORS WERE INDEED MEASURING SIMILAR JUDGMENTAL BEHAVIOR IN THE 3 MEDIA FOR MESSAGES EQUATED IN CONTENT AND DIFFICULTY. (LH)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: Wisconsin State Univ., Oshkosh.
Identifiers: N/A