Four studies dealing with mediated persuasive messages,attitudes, and learning styles |
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| Authors: | Michael R Simonson Roger Aegerter Timothy Berry Terryl Kloock Robert Stone |
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| Institution: | (1) Present address: College of Education of Iowa State University, 50011 Ames, IA;(2) East Greene School District, Grand Junction, IA;(3) ISU Center, Ames, IA;(4) Genesis, LTD, Des Moines, IA;(5) Ankeny Community Schools, Ankeny, IA |
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| Abstract: | Conclusions A fundamental assumption of the research presented above was that attitude change is an important concern of the educator,
and that if attitudes are important, information on how attitudes might be formed or changed with media is needed. Four studies
were conducted to examine the use of media to deliver persuasive messages. The results of the four studies presented in this
article tended to support the following conclusions. First, attitudes toward educationally relevant topics, such as conservation,
smoking, and disabled persons, can be modified by using persuasive messages delivered by media. Next, it appeared that some
types of media may be more effective than others at delivering information designed to change attitudes. Motion pictures seem
to be more effective than slides. There also seems to be sufficient evidence to warrant further investigation into the relationship
between the content of persuasive messages, the media used to deliver those messages, and the learning styles of the target
audience. In short, attitudes can be modified by mediated messages, and the degree of modification may be related to the characteristics
of the students who view the message and to the way the message is mediated. |
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