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ERIC Number: ED258258
Record Type: Non-Journal
Publication Date: 1985-Aug
Pages: 17
Abstractor: N/A
Reference Count: N/A
Effects of Network Commentary on Viewers' Reactions to 1984 Reagan Campaign Film.
Gerhard, Mike; Loving, Jim
A study was conducted to examine the effects of NBC television's critical commentary on a 12-minute 1984 Reagan campaign film on audience perceptions of gratifications received from the film. It was predicted that exposure to the critical NBC commentary would result in lower evaluations of the film's helpfulness (gratifications received), and that the commentators' critical remarks would lower evaluations of President Reagan. Subjects were 226 undergraduate communications students, divided into two groups. The experimental group viewed a video tape of the Reagan campaign film and the preceding 10 minutes of commentary during which three NBC newscasters presented their opinions and interpretations of the film. The control group viewed only the video tape of the Reagan film. After viewing the video tape, subjects in both groups were asked to complete a questionnaire. The results indicated that subjects who watched the critical commentary as well as the film responded more negatively than those who saw only the film regarding the perceived helpfulness of the film in learning about Reagan's qualifications, his stand on the issues, and what he would do if elected. The experimental subjects were also less likely to see the film as helpful in providing voting guidance. A majority of subjects in both groups agreed that the film, in general, was worth watching and disagreed with the statement that such films were a waste of time and money. (HTH)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A