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ERIC Number: ED453563
Record Type: Non-Journal
Publication Date: 2001-Apr
Pages: 33
Abstractor: N/A
Reference Count: N/A
ISBN: N/A
ISSN: N/A
Media Literacy and Attitude Change: Assessing the Effectiveness of Media Literacy Training on Children's Responses to Persuasive Messages within the ELM.
Yates, Bradford L.
This study adds to the small but growing body of literature that examines the effectiveness of media literacy training on children's responses to persuasive messages. Within the framework of the Elaboration Likelihood Model (ELM) of persuasion, this research investigates whether media literacy training is a moderating variable in the persuasion process and whether such training affects children's attitudes toward a product of high personal relevance. A posttest-only experimental design with random assignment was used to test five independent variables: active cognitive processing; attitude toward product; attitude toward advertisement; attitude toward television advertising in general; and attention to peripheral cues. It was hypothesized that subjects exposed to media literacy training would follow the central route to persuasion, as opposed to the peripheral route, and have more positive attitudes toward an advertised product when exposed to many and few strong quality arguments. Test results suggested that media literacy training was not a moderating variable in the ELM. Additionally, no evidence was found to support the prediction that media literacy, argument quality, and number of arguments influence children's attitudes. However, results indicated that media literacy training did produce differences in attitudes among subjects. The findings suggest that media literacy training makes subjects more skeptical of commercial messages because they are more aware of the techniques used by advertisers to try and persuade viewers. If children can become more aware of the persuasive techniques used by advertisers, then they will be better equipped to analyze commercials more critically and hopefully make better decisions about products. Contains 56 references and 8 notes. (Author/RS)
Publication Type: Reports - Research; Speeches/Meeting Papers
Education Level: N/A
Audience: N/A
Language: English
Sponsor: N/A
Authoring Institution: N/A