| Abstract: | A household survey utilizing a quasi-experimental design was undertaken to assess the impact of the TV movie. The Day After, on a number of psychologically and politically important variables such as the salience of the issue of nuclear war and individuals' beliefs about the efficacy of their own political actions in helping to prevent such a war. Respondents were initially surveyed 2 weeks prior to the movie's airing and were resurveyed afterwards. Contrary to the impression conveyed by reports of a number of public opinion polls, which focussed on attitudes toward government policies, we found that The Day After and the surrounding controversy had a substantial impact on many dimensions including the salience of nuclear war, feelings of personal efficacy, affect related to the idea of a nuclear war, intentions to engage in anti-nuclear behavior, estimates of the probability that a nuclear war would occur, and beliefs about the likelihood and desirability of survival. Two general conclusions emerged. First, many of the effects occurred for the entire sample rather than only for those who watched the film, suggesting that the widely publicized controversy that surrounded the movie contributed to its impact. Second, reactions appeared to be depressive in nature. Compared to the pre-airing responses, the post-airing survey found more passive affective reactions to the idea of nuclear war, decreased estimates of the chances of survival, a decreased desire to survive, and a decreased sense of personal efficiacy. Nonetheless, respondents, especially those who watched The Day After, were more likely to intend to engage in antinuclear war activities after the film than before. |
