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ERIC Number: ED393424
Record Type: Non-Journal
Publication Date: 1993
Pages: 8
Abstractor: N/A
Reference Count: N/A
Television: Stuff of Dreams.
Baggaley, Jon
The fluctuating effects of media can be observed by a data collection technique which reveals patterns of audience response similar to those which C.G. Jung observed in his analyses on word association and dreaming. The technique is known as Continuous Response Movement (CRM). A typical CRM training session automates the audience feedback process as they watch the exercise being demonstrated; group members record their moment-by-moment assessments on hand-held keypads. This paper discusses the importance of television as a source of dynamic data about the individual and society, and the need for new forms of media communication feedback. The discussion examines the use of CRM in the areas of politics, educational television, television advertising, management training, and community development. For example, an educational film about seal pelting and storage techniques was tested in two Canadian fishing villages, and 80 low-literacy fishermen took part in the analysis using CRM hand-units. Afterwards, their responses were shown to them, and the men seemed to gain insights about the similarities and differences in their views. The feedback sessions led to significant social change. Based on the studies discussed in this report, it is feasible that CRM methods can provide a quality of feedback about media effects which other research methods do not. (Contains 18 references.) (AEF)
Publication Type: Reports - Evaluative; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A