Exemplification in Communication by Zillmann Dolf. Brosius Hans-Bernd. & Hans-Bernd Brosius

Author:Zillmann, Dolf.,Brosius, Hans-Bernd. & Hans-Bernd Brosius [Dolf Zillmann]
Language: eng
Format: epub
ISBN: 9781135681609
Publisher: Taylor & Francis Ltd

figure), and it merely approached significance for the card telephone and the PC course stories. Still, the findings support the contention that personal opinion tends to reflect the dominant position exhibited in the aggregation of exemplars and counterexemplars.

The fourth experiment was designed to extend the reported effects from radio-news to print-news presentations and to explore the duration of exemplification influence. Medium of presentation (radio vs. newspaper), exemplar distribution relative to base rate (consistent vs. inconsistent), and time of measurement (immediately vs. 1 week after exposure) were factorially varied. Base-rate information was again relative and vague. Exemplars were vividly phrased and presented in the initially used ratio of 4:1. However, in the interest of ecological validity, the print version displayed the exemplars in the form of a reporter summary. Additionally, this experiment addressed solely the perception of public opinion.

The findings concerning estimates of the distribution of public opinion that were made immediately after exposure to the news are summarized in Table 4.5. As can be seen, the repeatedly observed exemplification effects are again in evidence. These effects manifested themselves in response to print news almost as

TABLE 4.5 Post-Exposure Percentage Estimates of Public Opinion as a Function of Relative Frequency of Exemplification in Radio and in Print-News Reports

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