Opinion change as mediated by an audience-tailored film |
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| Authors: | Edward Levonian |
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| Institution: | (1) University of California, Los Angeles |
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| Abstract: | Summary The purpose of this study was to determine the change in opinion mediated by a film whose development was based on the prefilm
opinions of a sample similar to the one used in the current study.
The subjects in the current study consisted of 540 university students, each of whom was administered a 36-item questionnaire
pertaining to material presented in the film. One experimental group was shown the film a week later, and the questionnaire
was readministered immediately after the film. The other experimental group was also shown the film a week later, but the
questionnaire was readministered one week after the film showing. The questionnaire was readministered a week later to the
control group, which did not see the film. Relative to the control group, the experimental groups showed large changes in
opinion (critical ratios of 23.85 and 12.60).
These changes in opinion were substantially greater than those obtained by 15 other studies involving film-mediated opinion
change, but none of which involved films which were audiencetailored according to measured psychological characteristics of
the intended audience. These comparative results from unrelated studies cannot be used as the basis for definitive conclusions,
but they do suggest that a film can mediate a greater opinion change if it is developed according to criteria involving those
characteristics of the audience which interact with opinion change |
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| Keywords: | |
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