ERIC Number: ED393408
Record Type: RIE
Publication Date: 1993
Reference Count: N/A
Assessment of the Visual Image in Film, Television and the New Visual Media: Research Design.
Fletcher, James E.
This paper discusses several considerations and techniques in doing research which attempts to measure the effects of visual images on viewers. For example, to describe precisely the effects of some element of a visual image or series of images, researchers must be able to specify the institutional context in which the image is presented and describe the contents of the visual image in unambiguous fashion. If they fail to do those things, they will not know if the response is really to the environment instead of the image or know which element to credit with impact on the viewer. They may have to take into account other sources of variance as well. A research design which successfully reduces restraints on audience response can also include magnitude estimation scaling, Cloze procedure, or scales which indicate emotional response. Researchers might also use tachistoscopes--instruments with shutters that allow the researcher to control how long a viewer is exposed to an image--or even eye-tracking equipment and electrodermal recording. (Contains 17 references.) (BEW)
Publication Type: Reports - Descriptive; Speeches/Meeting Papers
Education Level: N/A
Authoring Institution: N/A
Identifiers: Emotions; Magnitude Estimations; Variables; Visual Displays; Visual Imagery
Note: In: Verbo-Visual Literacy: Understanding and Applying New Educational Communication Media Technologies. Selected Readings from the Symposium of the International Visual Literacy Association (Delphi, Greece, June 25-29, 1993); see IR 017 742.