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1. Subjects are randomly assigned to an experimental orcontrol group so that no systematic difference exists betweenthe two groups.2. A pretest, measuring the dependent variable, isadministered to both groups3. The experimental group is exposed to the treatment; thecontrol group is not.4. A post-test, again measuring the dependent variable, isadministered to both groups.5. The amount of change in the dependent variable betweenthe pretest and post-test is determined for each group.
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1. Subjects are randomly assigned to an experimentalor control group so that no systematic difference existsbetween the two groups.2. A pretest, measuring the dependent variable, is
administered to both groups3. The experimental group is exposed to the treatment;the control group is not.4. A post-test, again measuring the dependentvariable, is administered to both groups.5. The amount of change in the dependent variablebetween the pretest and post-test is determined foreach group.
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An experimental design identical to thatof the classical experiment except for theabsence of a pretest. This assumes thatthe pretest is expendable due to randomassignment of subjects.
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Reduces costsReduces hassleUseful for large study populations
Prevents against single -group threats tointernal validity History Threat Maturation Threat Testing Threat Instrumentation Threat Mortality Threat Regression Threat
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Soft news, defined- news programsfeaturing lower levels of public affairsinformation and focus more on drama,sensationalism, human interest themes,and personalities.Examples: Dr. Phil, Oprah, The Tonight
Show (Leno), The Late Show (Letterman)and The Daily Show with Jon Stewart.
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Baum (2002) argues that soft news creates amore knowledgeable citizenry by educatingan inattentive public that would nototherwise follow hard news. Most existing research focuses on the effectsof candidates appearance on a soft newsprogram. Little study has been done on theeffects of a candidates appearance whenhe/she is not present.
Recent research has suggested that highlevels of cynicism and distrust detract fromdemocratic discourse and overall publicinteraction.
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1. Young viewers evaluations ofpresidential candidates will become morenegative with exposure to campaigncoverage on The Daily Show. 2. Young viewers evaluations of JohnKerry will be more negative than those of
George W. Bush with exposure tocampaign coverage on The Daily Show.
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3. Young viewers cynicism toward theelectoral system will increase withexposure to campaign coverage on TheDaily Show .4. Young viewers cynicism toward thenews media will increase with exposure to
campaign coverage on The Daily Show .
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Post-test only controlled experiment732 randomly-selected college freshmenselected from political science courses
3 Groups The 1 st group viewed a video clip (8 minutes long)of selected 2004 election coverage from The DailyShow.
The 2 nd group view a video clip (same amount of
time and similar coverage topics) from the CBSEvening News. The 3 rd group was the control group. They saw no
news coverage and were given the same test.
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The evaluation variable for Bush and Kerrywas an additive index of several surveyitems, rated 1-5.
Evaluations for Bush and Kerry arenegatively associated with exposure toThe Daily Show. When Bushs index iscombined with Kerrys, there is asignificant negative effect, whencompared to the second group(hypothesis 1 is valid)
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It is also seen that, the lesser establishedcandidates, Kerrys, index is morenegatively affected by exposure to The Daily
Show than the incumbents. (hypothesis 2 isvalid)The Daily Show caused a 23% increase in theprobability that a participant would disagree
that he or she has faith in the electoralsystem. No such relationship existed for thosewho watched the CBS News. (hypothesis 3 isvalid)
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Holding all other variables in the modelconstant, those who did not see The DailyShow clip had a .48 probability ofdisagreeing with a statement that I trustthe news media to cover political eventsfairly and accurately. Those who did see
the clip had a .59 probability ofdisagreeing. (hypothesis 4 is valid)
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Lack of real-world applicabilityThe effects of the stimuli may be short-lived.Results uncovered in a post-test surveytend to wash out after a short duration oftime.
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