Selective exposure to television programmes and advertising effectiveness

This study focused on the influence of selective exposure within an experiment designed to investigate context effects on advertising effectiveness. In a semi‐natural viewing environment, 86 participants chose one of four television programmes to view. The programmes belonged to diverse genres: news and current affairs, light entertainment, sport, and action‐adventure. Each programme was interrupted by two commercial breaks containing unfamiliar advertisements for familiar product types. Self‐rated involvement, entertainment, and enjoyment of programmes correlated positively with subsequent measures of memory for and responses to the advertisements. The results support the hypothesis that the operation of selective exposure within an experimental situation may result in positive relationships between predictor variables and measures of advertisement effectiveness. Copyright © 2003 John Wiley & Sons, Ltd.     

Foreign‐grammar acquisition while watching subtitled television programmes

Background. Past research has shown that watching a subtitled foreign movie (i.e. foreign language in the soundtrack and native language in the subtitles) leads to considerable foreign‐language vocabulary acquisition; however, acquisition of the grammatical rules has failed to emerge. Aims. The aim of this study was to obtain evidence for the acquisition of grammatical rules in watching subtitled foreign movies. Given an informal context, younger children were predicted to outperform older children in acquiring a foreign language; however, older children will take more advantage of explicit instruction compared with younger children. Sample. In Experiment 1, 62 sixth‐graders from a primary school and 47 sixth‐graders from a secondary school volunteered to participate. The participants in Experiment 2 were 94 sixth‐graders from primary schools and 84 sixth‐graders from secondary schools. Method. The two experiments manipulated the instructions (incidental‐ vs. intentional‐language learning). Moreover, before the experiments began, some participants explicitly received some of the foreign grammatical rules (presented rules), while the movie contained cases of presented rules as well as cases of rules which had to be inferred (not‐presented rules). Results. Rule acquisition through the movie only was not obtained; there was a strong effect of advance rule presentation but only on the items of presented rules, particularly among the older participants. Conclusions. Contrary to vocabulary, grammar may be too complicated to acquire from a rather short movie presentation.     

The influence of instructional intervention on children's understanding of fractions

An experimental instructional program based mainly on an equal-whole schema in fractions was given to two fourth-grade classes of a Japanese elementary school. As a control, conventional teaching based on a traditional Japanese textbook was given to another fourth-grade class. The study tested the hypothesis that students given the experimental program would understand order and magnitude as central characteristics of fractions better than those who were instructed using the traditional textbook. Students in the experimental group showed better understanding of both the order of fractions and the representation of the sizes of fractions than did the textbook group. However, there were no differences between the experimental and textbook groups in the performance of assessment tasks which were less related to the equal-whole schema. These results are discussed in view of the important instructional aim of having students understand fractions.     

Debating drunk driving: The construction of causal explanations in television discussion programmes

The mass media are an important source of social understandings and representations. The growing genre of audience discussion programmes functions as a public forum for airing opinions on issues of social concern. The genre is structured so as to involve viewers, to validate ordinary experiences and to express opinion. Four programmes on drunk driving were analysed for the causal explanations they offer viewers. The causes, effects and causal interconnections used within each programme were analysed, and networks of the overall representations of drunk driving were constructed. These showed a broad consensus of causes and effects across programmes, but different explanations in terms of locus, stability and controllability. Programmes typically offered lists of important factors, rather than structured arguments, despite the debating framework. There was an emphasis on external, stable, controllable causes in the programmes.     

Perception and understanding of effects of gravity and inertia on object motion

Experiments using a preferential looking method, a perceptual judgment method, and a predictive judgment method investigated the development, from 7 months to 6 years of age, of sensitivity to the effects of gravity and inertia on inanimate object motion. The experiments focused on a situation in which a ball rolled off a flat surface and either continued in linear motion (contrary to gravity), turned abruptly and moved downward (contrary to inertia), or underwent natural, parabolic motion. When children viewed the three fully visible motions, both the preferential looking method and the perceptual judgment method provided evidence that sensitivity to inertia developed between 7 months and 2 years, and that sensitivity to gravity began to develop after 3 years. When children predicted the future location of the object without viewing the motions, the predictive judgment method provided evidence that sensitivity to gravity had developed by 2 years, whereas sensitivity to inertia began to develop only at 5–6 years. These findings suggest that knowledge of object motion develops slowly over childhood, in a piecemeal fashion. Moreover, the same system of knowledge appears to be tapped both in preferential looking tasks and in judgment tasks when children view fully visible events, but a different system may underlie children’s inferences about unseen object motions.     

Perception of the teaching-learning process and academic achievement in diverse instructional contexts of Higher Education

In Higher Education, performance and Teaching-Learning (T-L) contexts are highly current concerns. Based on the DEDEPRO model, interdependence can be established between instructional contexts and levels of performance as they relate to the T-L process. Partitipants were 2020 pupils from two Spanish universities. Measurements of both variables were used in a quasi-experimental and correlational design. The univariate and causal analyses showed the effect of context on the T-L process and on performance; thus, the interdependent relationships between the latter and perception of the T-L process. Partial interaction effects also appeared, as well as a causal model of academic performance. Results are discussed and implications for the ECTS (European Credit Transfer System) are analyzed.     

Children's understanding of television advertising: a revisit in the Chinese context

The authors conducted a survey of 1,758 elementary school children (6-14 years old) from December 2001, to March 2002, in 3 Chinese cities with different levels of television advertising. The authors used D. R. John's (1999) model of consumer socialization as the theoretical framework for their study. More than half of the children whom the authors interviewed were able to understand that television stations broadcast commercials to earn money. Their understanding of the purposes of television commercials and the persuasive intention of television commercials developed with age. The authors examined the influence of gender, level of advertising, and level of television viewing on children's understanding of television advertising by using 3-way factorial models.     

Community applications of instructional technology: teaching writers of instructional packages

A community education program, to develop a variety of performance competencies in large numbers of neighborhood residents, requires a technology for preparing learning units administerable by community members themselves. The effects of a writing manual, designed to teach nonprofessionals to prepare such instructional packages, were analyzed in two experiments. Experiment I employed a multiple-baseline design across three university student trainees. The results showed that appropriate program writing increased by 75% after completion of the manual. The results of Experiment II, with two low-income neighborhood residents serving as trainees, showed that packages produced by trained writers resulted in a greater increase in skill activities than sets of training stimuli produced by untrained writers.     

Presence and television.

Film and a number of emerging entertainment technologies offer media consumers an illusion of nonmediation known as presence. To investigate the possibility that television can evoke presence, 65 undergraduate students were shown brief examples of rapid point‐of‐view movement from commercially available videotapes on a television with either a small screen (12 inches [30.5 cm], measured diagonally) or a large screen (46 inches [116.8 cm]). Participants' responses were measured via a questionnaire and a computer‐based recording of arousal (electrodermal activity). Viewers of both televisions reported an enjoyable sense of physical movement, excitement, involvement, and a sense of participation. Furthermore, as predicted, participants who watched the large screen television thought the movement in the scenes was faster, experienced a greater sense of physical movement, enjoyed the movement to a greater extent, found the viewing experience more exciting, and were more physiologically aroused. Practical and theoretical implications are discussed.     

Overview and examples of instructional modules

The fundamental instructional design concepts underlying the systematic development of new computer-based courseware are defined and illustrated. The advantages of the electronic chalkboard and electronic studyguide are discussed.     

Gender stereotyping in television advertisements: a study of French and Danish television

Two similar, but not identical, content analyses of the portrayals of men and women in French and Danish television advertisements are reported. By partially replicating and extending past investigations conducted in America, Australia, Britain, Hong Kong, Indonesia, Italy, Kenya, and New Zealand, it was predicted that there would be more gender stereotyping in French television advertisements and less gender stereotyping in Danish television advertisements. In the first study, 165 French television advertisements were analyzed by following established coding categories (A. Furnham & E. Skae, 1997; L. Z. McArthur & B. G. Resko, 1975). Contrary to prediction, the results showed that traditional gender role portrayal on French television was no different from that found in other countries. Separate statistical analyses were carried out for visually versus aurally classified central figures, yet this yielded relatively few significant differences. In the second study, a sample of 151 Danish advertisements was analyzed; results showed that Danish television was generally less gender stereotypic than French television in its portrayal of women. Exactly half (5) of the coding categories showed significant differences. Finally, an international statistical comparison between these two studies and similar research in Australia, Britain, and Italy was carried out. The methodological implications of these results are discussed as well as the theoretical issues arising from other studies of this sort.     

Sensation seeking, television viewing motives, and home television viewing patterns

This study examined the relationships between sensation seeking and television viewing motives and home TV viewing preferences. A total of 189 participants completed a sensation seeking scale, rated the importance of several global television viewing motives, and indicated viewing frequency for 18 categories of TV programming. Findings indicated that, contrary to previously-reported results, high sensation seekers did not watch less television or rate it as less important in their lives compared to low sensation seekers. Sensation seekers did, however, indicate several program viewing preferences. Compared to low sensation seekers, high sensation seekers watched more music videos, daytime talk shows, stand-up comedy programs, documentaries, and animated cartoons; they watched fewer newscasts and drama series. Findings are discussed in terms of selective exposure processes and social-environmental influences on behavioral manifestations of sensation seeking.     

Enterprise,culture and television

Television must be used as a means of spreading knowledge: potentially, it could offer permanent access to a common fund of knowledge, allowing everyone to follow the evolution of knowledge. Experiments abroad illustrate this idea and plead in favor of a cultural channel, which need not be incompatible with maintaining the eclectism of the audiovisual scene.     

Writing and publishing instructional and research software

Many psychologists who currently use computers in research and instruction will eventually consider developing software of their own. Recommendations for structuring, writing, documenting, and possibly publishing software, as well as dealing with publishers, modifying programs, and converting syntax, are presented in hopes of stimulating the writing of new software.     

Incontinence and Perception

The traditional problem of incontinence raises the question of whether there is any way to account for action contrary to judgment. When one acts, rather than only being acted upon by circumstances, the action is explained in terms of the reasons for action one judges oneself to have. It therefore seems impossible to explain action that iscontrary to such judgment. This paper examines the question of how such explanation would be possible. After excluding accounts that either eliminate incontinence or render it inexplicable, I argue that genuine incontinence would require three components: first, a distinction between the types of judgments simultaneously present in the agent; second, the Aristotelian idea that not all of those types of judgments can be directly action-guiding; and third, that the judgments that are action-guiding can be pre-conceptual perceptions. I then use elements of Collingwood's aesthetics to make the case that although such pre-conceptual perceptions would not be propositional judgments and the relationship between them and the behaviors of the agent could not be causal, those behaviors could still qualify as incontinent actions.     

Perception and knowledge

Knowledge concerning the object, scene, or event in a conscious propositional form generally does not affect perception. By and large, perception is autonomous with respect to thought. That is because perception is stimulus bound and is based on mental contents, lawful principles and rules that are unconscious and in a form very different from such consciously represented propositional knowledge. Exceptions to this generalization can occur if the stimulus is ambiguous and can support a cued or suggested interpretation or one in line with what is known to be present as well as it can support the perception that occurs spontaneously. How the representation of the given, consciously apprehended knowledge can enter into the unconscious events that govern perception is not known, but it is suggested that such knowledge accesses memories and it is these memories that can affect perception.Since knowledge of this kind can affect perception, it is important to ensure that subjects in experiments are naive. Otherwise we will confuse spontaneous perceptions with those that only occur when suggested and the distinction is theoretically important. In certain cases, knowledge leads to an intentional intervention in the process of achieving a percept, the mechanism of which is not known. However, this kind of effect may be based on a process of imagining or visualizing of objects or events that dovetails with the proximal stimulus and it is the imagining that leads to the perception.Knowledge in the form of stored representations of past visual experience (or of phylogenetic ‘experience’) can affect perception in various ways: it enables recognition and interpretation to occur; it enables perceptual discrimination among similar members of a category to occur; it can lead to perceptual enrichment effects; it provides internal solutions which can then be accessed in cases where perceptual problem solving occurs; it provides rules or laws concerning geometrical optics on the basis of which phenomena such as perceptual constancy and the like can be achieved; it can lead to the recalibration of tactual or visual sensation. However, before such top-down effects of past experience can occur bottom-up processes must first achieve a preliminary perception. That perception provides the bridge to the relevant stored representations which are accessed on the basis of similarity.     

Perception and Representation

I oppose the popular view that the phenomenal character of perceptual experience consists in the subject's representing the (putative) perceived object as being so-and-so. The account of perceptual experience I favor instead is a version of the "Theory of Appearing" that takes it to be a matter of the perceived object's appearing to one as so-and-so, where this does not mean that the subject takes or believes it to be so-and-so. This plays no part in my criticisms of Representationalism. I mention it only to be up front as to where I stand. My criticism of the Representationalist position is in sections. (1) There is no sufficient reason for positing a representative function for perceptual experience. It doesn't seem on the face of it to be that, and nothing serves in place of such seeming. (2) Even if it did have such a function, it doesn't have the conceptual resources to represent a state of affairs. (3) Even if it did, it is not suited to represent, e.g., a physical property of color. (4) Finally, even if I am wrong about the first three points, it is still impossible for the phenomenal character of the perceptual experience to consist in it's representing what it does. My central argument for this central claim of the paper is that it is metaphysically, de re possible that one have a certain perceptual experience without it's presenting any state of affairs. And since all identities hold necessarily, this identity claim fails.