ERIC Number: ED192420
Record Type: RIE
Publication Date: 1980-May
Reference Count: 0
Live vs. Televised Channels: Comparing Audiences, Functions and Effects.
Kaid, Lynda Lee; Hale, Katherine D.
A study compared the relative effects and functions of a live versus a televised presentation of a political message. Specifically, the study examined whether (1) the audience for a live political speech differed from the audience for a similar televised speech, (2) a live political speech produced more positive attitude change regarding the speaker than did a similar televised speech, and (3) a live political speech served different functions for the audience than did a similar televised speech. Data for the study were derived from two field experimental procedures. One procedure measured an audience's before-and-after responses to a televised speech by a politician; the other measured before and after responses to a live personal appearance by the same politician. Both events occurred within a three-day time span in the same city, had approximately the same intent, and shared approximately the same message content. Telephone interviews elicited information from 89 viewers of the television presentation both before and after the event, and questionnaires were used to gather information from 131 people attending the live event. The results indicated that several characteristics differentiated audiences exposed to the message through the two differing channels. In addition, the live channel produced more positive change toward the candidate than did the television channel. The functions that the events served for individuals also differed. (FL)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Audience Response; Media Effects
Note: Paper presented at the Annual Meeting of the International Communication Association (30th, Acapulco, Mexico, May 18-23, 1980).