Vicarious Attitude Change and the Design of 'Message' Films: Application to Race Relations.
HUMAN RESOURCES RESEARCH ORGANIZATION ALEXANDRIA VA
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Can the persuasiveness of a message film be increased by showing the target audience the persuasive effects of the message on a model. The racial attitudes of four groups of white soldiers were compared. Group I had watched a video recording of a soldier viewing the film Black and White Uptight, showing the positive effects of that film on his racial attitudes Group II had seen a version of the recording in which the models attitudes were not affected Group III had seen the film only Group IV had not been shown anything. Attitude questionnaire data obtained after the viewing showed no difference between the model-changing group I and the film-only group III. However, scores of both groups reflected significantly less prejudice than the scores of Groups II and IV. Author
- Humanities and History