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Licensed Unlicensed Requires Authentication Published by Princeton University Press 1971

CHAPTER 1. INTRODUCTION

From the book Experiments on Mass Communication

  • C. I. Hovland and A. A. Lumsdaine
https://doi.org/10.1515/9781400886807-002
© 2017 Princeton University Press, Princeton
From the book
Experiments on Mass Communication
Experiments on Mass Communication

Chapters in this book (21)

Frontmatter
PREFACE
CONTENTS
CHAPTER 1. INTRODUCTION
PART I. FILM EVALUATION STUDIES
INTRODUCTION TO PART I
CHAPTER 2. THE ORIENTATION FILM, “THE BATTLE OF BRITAIN”
CHAPTER 3. GENERAL IMPLICATIONS DERIVED FROM THE ORIENTATION FILM EXPERIMENTS
CHAPTER 4. THE AUDIENCE'S EVALUATION OF FILMS
CHAPTER 5. EXPERIMENTAL COMPARISON OF ALTERNATIVE PRESENTATIONS
CHAPTER 6. EFFECTS OF FILMS ON MEN OF DIFFERENT INTELLECTUAL ABILITY
PART II. STUDIES EMPLOYING CONTROLLED VARIATION
INTRODUCTION TO PART II
CHAPTER 7. SHORT-TIME AND LONG-TIME EFFECTS OF AN ORIENTATION FILM
CHAPTER 8. THE EFFECTS OF PRESENTING “ONE SIDE” VERSUS “BOTH SIDES” IN CHANGING OPINIONS ON A CONTROVERSIAL SUBJECT
CHAPTER 9. THE EFFECT OF AN AUDIENCE-PARTICIPATION TECHNIQUE IN FILM-STRIP PRESENTATION
CHAPTER 10. SUMMARY AND EVALUATION
APPENDICES
APPENDICES: MEASUREMENT PROBLEMS ENCOUNTERED
A. THE BASELINE FOR MEASUREMENT OF PERCENTAGE CHANGE
B. “MARGINAL” VERSUS “INTERNAL” EFFECTS
C. COMPARISON OF THE BEFORE-AFTER AND THE AFTER-ONLY DESIGN OF EXPERIMENTS
D. “REGRESSION” IN THE ANALYSIS OF EFFECTS OF FILMS
INDEX
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