ERIC Number: ED236710
Record Type: RIE
Publication Date: 1983-May
Reference Count: 0
The Effect of the Form Complexity of Television on the Identification/Recognition Process.
White, Sylvia E.
To measure how the complexity of a television image affects the viewer's ability to identify or recognize visual details within the image, two coders rated the form complexity of 30 public service announcements, basing their evaluation on the familiarity of the images in the announcements, the rate at which they presented new information, and the number of simultaneous inputs they contained. Subjects, 30 male and 39 female college students, viewed the spots and were asked to identify letters flashed on the screen in a random pattern for varying amounts of time and to memorize visual details from the announcements. A one-way analysis of variance revealed that as form complexity increased, scores in letter identification decreased. Following the experiment, subjects completed a multiple choice test measuring their recall of visual details from the spots. Contrary to expectations, results indicated that as visual complexity increased, subject recall decreased, which suggested that letter identification does not represent a pure measure of processing demands during normal visual recall. Although limited in scope, the findings indicated that highly complex visuals may not be useful for conveying factual information needed for recall. (The coding scheme and tables of data are appended.) (MM)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Form Complexity
Note: Paper presented at the Annual Meeting of the International Communication Association (Dallas, TX, May 26-30, 1983).