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ERIC Number: ED071075
Record Type: RIE
Publication Date: 1972
Pages: 136
Abstractor: N/A
Reference Count: N/A
Clozentropy: A Technique for Studying Audience Response to Films.
Lynch, Francis Dennis
A test instrument was developed for analyzing the ability of various kinds of viewers to predict what will happen next in various kinds of films. The test instrument was based on the standard verbal cloze procedure, but it was adapted for nonverbal material. The test was validated by showing that it could detect differences in (1) entropy patterns (agreement among subjects about what will happen next) and (2) number of correct responses between (a) sophisticated and naive subjects for (b) simple and complex films and (c) at two prediction levels: plot and shot. The subjects were college students in various departments and professional filmmakers and teachers, about one third of whom were "sophisticated" about film, the others, "naive." For the entropy patterns, the results showed significant differences among the audiences, the film, and the level of prediction, and significant interaction between levels and films. The test also indicated that prediction ability varied significantly with audience sophistication, film complexity, and analysis level. The test seems to be a useful technique for the empirical analysis of visual communication and will make possible new ways of testing film and communication theories. (Author/DI)
University Microfilms, A Xerox Company, Dissertation Copies, Post Office Box 1764, Ann Arbor, Michigan 48106 (Order No. 72-26,710, MF $4.00, Xerography $10.00)
Publication Type: N/A
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
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Note: Ph.D. Dissertation, The University of Iowa