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ERIC Number: ED309500
Record Type: Non-Journal
Publication Date: 1989-Aug
Pages: 42
Abstractor: N/A
Reference Count: N/A
Predictors of Learning from Public Service Announcements.
Sun, Hsiu-hui
A study focused on predictors of people's learning from public service announcements (PSAs) seen on television. Telephone interviews were conducted with 480 adults randomly selected from residents in Dane County, Wisconsin, in October 1987. Typical demographic information was obtained: sex, age, income, occupation and education. Commercial slogans were provided to respondents and they were asked to name products and brands corresponding to those slogans. The degrees of attention to international affairs, and to national government and politics, local government and politics, were combined into an index to measure attention to television public affairs. Five-point Likert scale items were used to measure world view. People were asked to recall as many PSAs as they could and state what the PSAs tried to tell people to do. Results indicated that exposure to television public affairs is not correlated with awareness of PSAs. The regression analysis indicated that attention to public affairs contributed significantly to awareness and comprehension of PSAs. Other media predictors did not contribute significantly to the variation of comprehension. People who believe that the world is understandable were found to pay more attention to public affairs while fatalistic people appeared to be less likely to pay attention to television public affairs. It was found that interaction between "knowable world" and attention to public affairs does not play a role in affecting learning. When testing the interaction between fatalism and attention to public affairs there was a significant relation in the positive direction. (Fourteen endnotes and 12 tables of data are included; 48 references are attached.) (MG)
Publication Type: Speeches/Meeting Papers; Reports - Research
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A