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WHAT 20 YEARS OF PRE-TV TESTING UNCOVERED ON PSYCHOLOGICAL ADVANTAGES OF MEDIA
(as reported in 1950 by Joseph T. Klapper, then of Bureau of Applied Social Research, Columbia University, in his book "The Effects of Mass Media'
1.
A number of laboratory experiments in the field of teaching and persuasion over the years indicated:
^ You retain more of simple and brief material if you gel it by sigh! and Bound (visual and aural presentation) than by one medium alone
•fr You retain more of simple and brief material when you hear it than when you read.
^ Findings of whether you retain more of lengthy or complex material when heard or read are conflicting. Research indicates reading skill may be a major criterion, [t'e possible that print may be more effective for the better educated or those with high reading skills while radio may be more effective for those of lesser reading skill.
•£■ Face-to-face discourse is more effective persuasive audit than is transmitted voice, which in turn is more effective than print.
^ Screen elicits high degree of recall, but only one brief study suggests it is any greater than the degree of recall elicited by other media.
2
Each mass medium studied is given certain advantages by various writers. Some points have been empirically demonstrated; some are patently true; others are wholly conjectured. In general:
^ Print lets reader govern pace and occasions of exposure, h permits successive reexposure and allows for treatment at any length. Of all mass media, print is apparently least reluctant to publish minority views. Publications specially designed for such expression are extremely effective persuasive agents.
^ Radio reaches audience not as often reached by other mass media. This audience tends to be more poorly cultured and more suggestible. Radio affords listener some degree of participation in actual event and thus approaches face-to-face contact. Radio has been alleged to possess unique persuasive capabilities because of its often being first medium to communicate news, and because of group feeling alleged to be experienced by audience. These last two allegations are neither supported nor disproved by existing empirical evidence, at least prior to 1949.
^ Screen is believed to enjoy unique persuasive and pedagogical advantages because it presents concrete visual material. These concrete settings, other factors are believed by some to make films capable of taking "emotional possession" of children. Children and some adults also tend to accept without question information presented in films. It has not been shown other media don't get similar effects.
^ Face-to-face discourse is generally regarded as mosl effective "medium" for teaching and persuasion. Reasons: flexibility, immediate provision of regard or punishment, other characteristics deriving directly from personal relationship involved.
^ Combination of one or more mass media supplemented by face-to-face contact is believed by some observers to be in itself a superior persuasive device. (It has characterized several highly successful propaganda campaigns.) But this is conjecture rather than proven fact. Controlled Army experiments showed film plus lecture for instruction in map reading was superior to using only one method.
5 APRIL 1954 39