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ERIC Number: ED108878
Record Type: RIE
Publication Date: 1973
Pages: 63
Abstractor: N/A
Reference Count: 0
An Analysis Technique for the Educement of Affective Change in Urban Secondary Students as a Consequent of Viewing Environmental Spot Announcements.
Mehne, Paul R.
The purpose of this paper is to provide a comprehensive, empirical procedure to measure attitude change which is induced by exposure to environmental spot announcements. The paper contains eight sections, a bibliography, and five appendices. Section one deals with the definition of attitudes and environmental attitudes. Section two presents a justification for the use of television spot announcements. Section three explains the two populations who provided experimental samples: (1) seventh- and eighth-grade students and (2) eleventh- and twelfth-grade students. The production of spot announcements and consideration of the use policies of stations are considered in section four. Section five reviews the selection of the evaluation instrument which satisfies six criteria: objectivity, relevancy, validity, sensitivity, comparability, and utility. Section six considers the semantic differential, a combination of associational and scaling procedures for measuring attitudinal shifts. Section seven focuses on the experimental design. A discussion of semantic differential data is included in the last section. (Author/TK)
Publication Type: Reports - Research
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A