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Communication Modality and Attitude Change In a Realistic Experiment 1
Author(s) -
Wiegman O.
Publication year - 1989
Publication title -
journal of applied social psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.822
H-Index - 111
eISSN - 1559-1816
pISSN - 0021-9029
DOI - 10.1111/j.1559-1816.1989.tb01224.x
Subject(s) - newspaper , modality (human–computer interaction) , parliament , preference , psychology , social psychology , modalities , politics , presentation (obstetrics) , advertising , media studies , political science , sociology , computer science , law , social science , statistics , mathematics , business , artificial intelligence , medicine , radiology
In this experiment, an experimental interview with the leader of the Socialists in the Dutch Parliament was delivered via three different media: television, radio, or a newspaper presentation. We showed that the experimental interviews led, in themselves, to attitude change, but no difference was found among the three communication modalities. Moreover, no significant interaction effect was established between the political preference of the subjects (Socialist versus non‐Socialist) and communication modality. Our main results do not support the assumption that for a well‐known politician presently holding office, television is a less effective medium than radio or newspaper.