ERIC Number: ED041004
Record Type: RIE
Publication Date: 1968-Mar
Reference Count: 0
Speech as Process: A Case Study.
Brooks, Robert D.; Scheidel, Thomas M.
Speech Monographs, v35 n1 p1-7 Mar 1968
In order to test the internal evaluative processes and not merely the final reactions of an audience to a speaker, 97 Caucasian college students expressed their attitudes toward Malcolm X while listening to a 25-minute tape-recorded speech by him. Eight 30-second silent intervals at natural pauses in the speech gave the students time to respond during the stimulus speech. The subjects completed semantic-differential pre- and post-tests on Malcolm X. Two control groups responded only to the pre- and post-tests--group A without hearing the speech, group B hearing it uninterrupted. Eight scaled evaluative sets were used to determine attitude toward the speaker (i.e., reputable, kind, educated, selfish). Although post-test results for the experimental group and control group B were remarkably similar (thus negating the possibility of experimental disruptive effects), results obtained from the experimental group during the speech's eight intervals revealed significant shifts in the group's attitude toward the speaker. Informed statements can be made about when changes occurred, at what rate, and in relationship to what speech content. It was concluded that this process analysis of communication presents a fuller, truer description of audience reactions than the traditional static methods of evaluation. (MF)
Publication Type: N/A
Education Level: N/A
Authoring Institution: Speech Association of America, New York, NY.