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Running Head: 3 PERSPECTIVES for UNDERSTANDING DOCUMENTARIES 1 Running head: 3 PERSPECTIVES FOR UNDERSTANDING DOCUMENTARIES 1 The 3-Perspectives Model for Understanding Documentaries: An analysis of how entertainment, persuasion and objectivity influence the impact of documentaries on political attitudes. Master’s Thesis Daniel K Schulz (10627162) University of Amsterdam | Graduate School of Communication Political Communication & Journalism Supervisor: Anouk van Drunen June 27th, 2014 9.305 words 3 PERSPECTIVES FOR UNDERSTANDING DOCUMENTARIES 2 Dedication First of all, I would like to thank all the people that are dear to me, thus without them I would have never made it this far. Specifically I would like to thank my supervisor Anouk for guiding me during this stressful last period of my studies: Thank you for all the freedom and last minute help! Special thanks go to the organizers and admins of TOP DOCUMENTARY FILMS and DOCUMENTRY ADDICT. You have made this sample size and research possible. Your work is truly great! To anyone who would like to watch documentaries online, check their websites out. Seeing this as my last piece of scientific contribution I would also like to thank the people who have made this journey possible for me in the past years: My family. Thank you Mom! Thank you Dad! Thank you Grandma! I cannot express enough how thankful I am to be privileged to have you as my parents and mentors. Lastly I would like to thank Camilla and my housemates for all the love and patience that you had to endure when insomnia, writers-block or statistic-sickness got the better end of me. Please note that you are viewing the: X Full Academic APA Version (Ugly: only read this if you have to grade this) Creative Magazine Version (Beautiful: read this if you hate technology) Interactive PDF Version with embedded media (Recommended: Simply because it saves paper and you can click on stuff. What else could one want?!) 3 PERSPECTIVES FOR UNDERSTANDING DOCUMENTARIES 3 Abstract Research on the effects of the film-genre documentaries has been largely neglected in the academic community. Arguing that documentaries make up a new breed of blurred media, mixing auteurist campaigning with styles of news-reporting together with the more than ever mainstream consumption as mere entertainment, this study builds and assesses a conceptual model of understanding this unexplored realm. Testing the 3-Perspectives Model with an online experiment (N=301) clearly indicated that the short political documentary “The Shock Doctrine by Naomi Klein and Alfonso Cuaron” induced omnidirectional attitude changes. Tests for statistical validity hinted towards a moderating role of respondents’ entertainment-perception on the strength of attitudinal. The implications of this study suggest that the most effective strategy to persuade a documentary’s audience is to divert the audience’s cognitive resistance efforts onto different topics whilst not overtly giving rational arguments for the actual line of persuasion. Keywords: Media Effects, Persuasion, Resistance, Entertainment, Objectivity, Political & Social Advocacy 3 PERSPECTIVES FOR UNDERSTANDING DOCUMENTARIES 4 Contents Abstract .......................................................................................................................................... 3 Introduction ...................................................................................... Error! Bookmark not defined. Theory ............................................................................................................................................ 7 Previous Findings on Documentaries .......................................................................................... 7 Resistance and Reactance to Persuasion ................................................................................... 10 3-Perspectives Model of Persuasion and Resistance within Documentaries ............................ 12 Methods ........................................................................................................................................ 16 Sample ....................................................................................................................................... 16 Research Design ........................................................................................................................ 18 Results .......................................................................................................................................... 26 Testing Adequacy of Methods .................................................................................................. 27 Testing Model Hypotheses ........................................................................................................ 32 Discussion..................................................................................................................................... 36 References .................................................................................................................................... 43 Appendix 1 - Content Analysis .................................................................................................. 48 Appendix 2 – Primers ................................................................................................................. 54 Appendix 3 – Primers Pretest .................................................................................................... 57 Appendix 4 - Survey Questionnaire .......................................................................................... 58 Appendix 5 – Statistical Tests & Tables ................................................................................... 69 3 PERSPECTIVES FOR UNDERSTANDING DOCUMENTARIES 5 We live in a time in which we constantly carry devices in our pockets or even on our faces that enable us to consume media every second of the day. New media as well as old media are an omnipresent factor in our lives. Consequently it has become the norm to use a fully integrated 360 degrees communication approach, leveraging on all forms of visual storytelling, when trying to persuade the public of any product or cause. In the realm of political communication, scholars and communications specialists have termed this development The Postmodern Period of Political Communication (Strömbäck, 2007) or even proclaimed the Third Age of Communication (Blumler & Kavanagh, 1999). Highly professionalized media campaigns and mass media advocacy efforts have become the standard of any political or social group. Adding the relatively new affordability to produce and distribute persuasive films with the means of a couple of clicks, formerly niche social movements and civil disobedience organizations have hopped on the bandwagon and are producing persuasive content en masse. It is not a new revelation that the most prevailing choice for these kinds of advocacy efforts has been documentary films. However, when adding the abundance of highly professionalized communication specialists to the mix, the production value and persuasive qualities of documentaries have reached new heights. On top of that, from an audience perspective, the genre of documentaries has fully arrived in the mainstream. Documentaries have not only gained popular acknowledgment through film-prizes but now also make large profits in the cinemas (Higgins, 2005). It is surprising that this rise in popularity with both filmmakers and audiences has not translated into scholarly interest. Most existing research on persuasive media effects can be divided into overt advertising (Bandura, 2001; McCarthy, 2004; Kniazeva, 2004; Laran, Dalton and Andrade, 2011), news media (Schuck, Boomgaarden & Vreese, 2013; Ladd & Lenz, 2009; DellaVigna & Kapplan, 2008; Higgins, 2005), and fictional entertainment media (Moyer- 3 PERSPECTIVES FOR UNDERSTANDING DOCUMENTARIES 6 Gusé, 2008; Bhatnagar, Aksoy & Malkoc, 2004; Green, Garst & Brock, 2004; Higgins, 2005). Whilst one can explain this academic negligence for documentaries with a marginalized popularity within the mainstream in the past, in times of their risen popularity and professional usage, it seems more than overdue to pay more attention to the medium . Therefore the first aim of this study is to clarify in how far the effects of political documentaries compare to the effects of the above mentioned categories. By showing a political documentary and testing to what extent it affects its audience’s political attitudes one can formulate the main research question as follows: RQ1: To what extent do the persuasive messages of the political documentary “The Shock Doctrine by Naomi Klein and Alfonso Cuaron” affect audiences’ political attitudes? The need for in depth research documentaries becomes clear at the very least when failing to find a commonly agreed definition for the term itself. Whilst the term documentary often implicates a very specific type of medium within the mindset of an individual, a common definition for what a documentary actually is, is far more difficult to come by. Higgins (2005), who discusses a current shift of popular understanding of the term documentary, roots the concept back to the emergence of Social Issues and Public Affairs Broadcasts (SIPA) (Fitzsimmons & Osburn, 1968) or simply put: Informational documentaries. Higgins (2005) argues that the original popular understanding and connotations for this medium used to be clearly connected to truthful mass education and moreover a justifiable persuasion by an objective and powerful elite institution. She
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