資源描述：
《reconciling conflicting results derived from experimental and survey studies of》由會(huì)員上傳分享，免費(fèi)在線閱讀，更多相關(guān)內(nèi)容在工程資料-天天文庫(kù)。
1、RECONCILINGCONFLICTINGRESULTSDERIVEDFROMEXPERIMENTALANDSURVEYSTUDIESOFATTITUDECHANGECARLI.HOVLANDYaleUniversityWOquitedifferenttypesofresearchde-DIVERGENCEsignarecharacteristicallyusedtostudytheThepictureofmasscommunicationeffectswhichTmodificationofattitudesthroug
2、hcom-emergesfromcorrelationalstudiesisoneinwhichmunication.Inthefirsttype,theexperiment,fewindividualsareseenasbeingaffectedbycom-individualsaregivenacontrolledexposuretoamunications.Oneofthemostthoroughcor-communicationandtheeffectsevaluatedintermsrelationalstudie
3、softheeffectsofmassmediaonoftheamountofchangeinattitudeoropinionattitudesisthatofLazarsfeld,Berelson,andGaudetproduced.AbaselineisprovidedbymeansofpublishedinThePeople'sChoice(1944).Inthisacontrolgroupnotexposedtothecommunication.reportthereisanextensivechapterdevo
4、tedtotheThestudyofGosnell(1927)ontheinfluenceofeffectsofvariousmedia,particularlyradio,news-leafletsdesignedtogetvoterstothepollsisapapers,andmagazines.Theauthorsconcludeclassicexampleofthecontrolledexperiment.thatfewchangesinattitudeswereproduced.Inthealternativer
5、esearchdesign,thesampleTheyestimatethatthepoliticalpositionsofonlysurvey,informationissecuredthroughinterviewsabout5%oftheirrespondentswerechangedbyorquestionnairesbothconcerningtherespondent'stheelectioncampaign,andtheyareinclinedtoexposuretovariouscommunicationsa
6、ndhisat-attributeeventhissmallamountofchangemoretitudesandopinionsonvariousissues.General-topersonalinfluencethantothemassmedia.Aizationsarethenderivedfromthecorrelationssimilarevaluationofmassmediaismadeintheobtainedbetweenreportsofexposureandmeasure-recentchapter
7、intheHandbookofSocialPsychol-mentsofattitude.Inavariantofthismethod,ogybyLipsetandhiscollaborators(1954).measurementsofattitudeandofexposuretocom-Researchusingexperimentalprocedures,onthemunicationareobtainedduringrepeatedinterviewsotherhand,indicatesthepossibility
8、ofconsiderablewiththesameindividualoveraperiodofweeksormodifiabilityofattitudesthroughexposuretocom-months.Thisisthe"panelmethod"extensivelymunic
