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ERIC Number: ED143043
Record Type: Non-Journal
Publication Date: 1976
Pages: 178
Abstractor: N/A
Reference Count: N/A
A Process Analysis of the Relationship between Form Complexity and Viewer Perceptions of a Televised Message.
Padderud, Allan Bruce
This study measured audience perceptions during the course of a prerecorded segment of the television series "Emergency" and compared audience responses with the occurrence of specific production variables: subject movement, camera movement, cutting rate, image size, and so on. Audience-response equipment, capable of recording ratings along three dimensions (activity, potency, and evaluation), continuously monitored 75 Ohio State University undergraduates' responses to the program. Using a content-analysis technique, production variables were assigned values for every two-second interval in the presentation. A very high correlation was found between the dimensions of activity and potency; audio variables were found to be the best predictors of these two ratings, with subject movement, image size, and background complexity contributing to prediction. None of the production variables was found to be very useful in predicting ratings along the evaluative dimension. It was concluded that additional study of the process of television viewing must be conducted if the products of television viewing are to be understood. (Author/KS)
University Microfilms, P.O. Box 1764, Ann Arbor, Michigan 48106 (Order No. 77-2474, MF $7.50, Xerography $15.00)
Publication Type: Dissertations/Theses
Education Level: N/A
Audience: N/A
Language: N/A
Sponsor: N/A
Authoring Institution: N/A