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And Others the Social and Behavioral Effects of Broadcas' National DOCORRIT RESOME ED 169 90% IR 007 173 AUTHOR Orvik, James M.; And Others TITLE The Social and Behavioral Effects of Broadcas' Television on Previously Untouched Audiences. Final Report. INSTITUTION Alaska Univ., Fairbanks. Cen'er for Northern Educational Research. SPONS AGENCY National Science Foundation, Washington, D.C. BUREAU NO APR-76-20988 POE DATE - Aug 78 NOTE 133p.; See Appendices A and B for list of measures and conditions for obtaining data pets AVAILABLE FROM Data Bank, Alaska Television Study Center for Northern Educational Research, University of Alaska, Fairbanks, Alaska 991Q1 (For copies of coded raw data) EDPS PRICE MF01/PC06 Plus Postage. DESCRIPTORS *Alaska Natives; *Commercial Television; Communication Satellites; *Cross Culkural Studies; Educational Television; Research Methodology; *Rural Populition; *Social Influences; Television. Research; IHSTRACT This study, conducted piior to the installation of //dairyprime-time television progiamming in areas of rural Alaska previously withouth_ammmercial tevision service, 'was designed to provide a foundation of pre-television baseline data agaist which to measure the social and behavioral effedts of television on this multicultural population. Background for understanding the nature of the study is provided by a brief discussion of the distribution cf racial groups in rural Alaska and an outline of the distribution of access to commercial and public television. The conceptual model for the research was designed to anticipate the most likely areas that might be changed through the influence of television and consisted of three c61aponents--(1) active influences of programming content on the individual viewer,(2) replacive influences of the act of television viewing oil the social characteristics of the community,_ and (3) hOlistiqvinfluences by which active and replacive influences combine .-to restfucture the viewer's relationship with the social and physical environment: Data gathered through observation and a battery of tests were entered into the files in the format of the Statistical Package for the Social Sciences (SPSS). Findings are discussed, and 'a detailed TV Study Codebook for' these data is appended. A bibliography is included.. (RAO) *************************************v********************************* Reproductions supplied by EDR'S are the best that can be made from the original document. *********************************************************************** US DEPARTMENT Or NEALTN EDUCATIONavietF Itit NATIONAL INSTITUTE OF EDUCATION THIS DOCUMENT HAS BEEN REPRO- DUCED ExACTLy AS RECEIVED FROM THE PEisON OR ORGANIZATION ORIGIN- ATING $T POINTS Or viEw OR OPINONS STATED DO NOT NECESSARILY REFRE SENT OFFICIAL NATIONAL INSTITUTE Of EDUCATION POSITION OR POLICY Final Report Project APR76-20988 -* National Science Foundation THE SOCIAL AND BEHAVIORAL EFFECTS OF BROADCAST TELEVISIOr ON PREVIOUSLY UNTOUCHED AUDIENCES James M. Orvik, Ph.D. (Principal Investigator) ,7< Lawrence A. Gooding, Ph.D. (Co-investigator) Norma E. Forbes, Ph.D. (Co-investigator) C, Center for Northern Educational Research University of Alaska Fairbanks, Alaska August., 1978 O Table Q0 Contents List of Tables 1nf3 Figures 1 'Final Report, kzust 1978 . Bac ,;round . Cultural CxrcupF. in P...ska Televisic-in Alaska 6 epri !,Cofz4 !, -Rehavi . Roles . 11 'Nor .iew . .12 1 E S l't.2luenc,.:, .16 Resear-h Des__igm ............ 1'4" .-,c-ive'fffozcts Measures k.epiacIve Effects Measures . 24. Holistic Measures . .26 . Pr. ject Hist-Anr . 27 ACCOMpli.514Merat of the,..Initial Phase . .33 Prelmriiinitry Results of Active Measurps . 34 Questionnaire . 34 1T Test . 38 MihdrM-Pich . 38 Tummy Statements 42 C.22it=ie Matrix 43 WirThd View (Gerbner) Measures 43 Oswald Semantic Differential .4S Rosenzweig Picture Frustration Test 46 List of Tables and Figures T A BILES 1 T visiox Schedule Satellite Television 8 Demonstrarton Projer Mal-,rix If ehaviors Risk: 14 Imiti:.,1y.Proposed liaral-,:,_e!s and Measures, .... 19 Sepremmer,,1976 4. 00,4trix of W.asures and 'i4riables 23 25 75 Nmtrix-Dilmeffsions foTAWnolyzirig Replacive Effe-ts Chile7en's Woridence Ame_st:hh Their Home . 28 vAlLage: V/ Culture Arne 29 F:irst and nd Lngampe Jse by Percent . 'F. Area Stway Populate; 31 8. N,mber of (ratldren Tes-ttLt b Grade Level . and Sits 36 9. 0Qcupatirmiai'' Expectatiam.anr1 Aspirations . .by Culvam Area by Percent f Responses Pl...Ttent 4Ativc and Non-Ma:-ive Students 38, Wishing to Complete a Given Level of raucatilm r "!Twenty Stal-ements: Percent Respondents LiSting StatementF in Each Category '71.601101ES 1, dative Village Students' Responses to 40 Which-Pich Grades 3 through 8 - Question 1 Alative Villages Students' Responses to 41 Which-Pich Grades 3 through 8 - Question 2 Plans for Future Work References 48 Appendix A - Description of Active Measures .53 AW Appendix B - Handout for Public Information. ...........56 Appendix C - TV Study Codebook 58 Appendix D - Copy of Rosenzweig P-F,SuppIement" 124 AppeAdiac-E - Sampke. of Osgood Sematic Differential 126 The Social and Behavioral Effects of 8,-,,ade :-elevl.sion on reeviously UntouchedAlidienji./,s inal Report August. 1978 Researcr about the effects of teievisiot H.$ not a. neecent enterprise. Studies and' essays, proclaiming, disciming,.tvw !!,1maing television as the source of a host of social effects hay.parull A the --rowth of the industry from its inception. From E. L. Whitt :Ln ,!rig Winn in 1976, the en- tire range of views concerning the medium'-= rat4b s-T7 !;,ociety have been re- presented; the policy issues presented, debated, and ,.refined. Nobody seems neutral about television; virtually everyhrod knis WrOeln sides. Given the history of television research, the range of cliiirovm0 existing opinions must be taken as a measure of the rarity of defiritivre aloes. Few_studies about television have been able to overcome the me*, logcal problem of prior exposure of research subjects either to exte ases of television, or to social peers who are products of the "T.V. Television, by the time the social science research community be serious .notice, was so insinuated into society as a fast of our s, , Tf4grilitive and affective 4 lives that no studi'could be designed absen Aajor comfoUndings. The possibility now exists to do reseer television's psychological anti social effects in the few remaining. come Y, _es in the United States which have not experienced significant Trior expoRa,. to television. The study pre- sented in this report established a foundat_aar if pre-television baseline data in anticipation of the impending linstallatilse' daily prime-time television programming. The study capitalized on, a set cf.,.unique characteristics in rural 40 Alaska creating a natural experiment for invest,eation. Many areas of rural Alaska do, not have w:ce,ms to commercial television. This condition provides a populatiwn currently untouched by the effects of oft 1 -television m the interpe7rson,=: 1relations of the cot or on the ilmotr- psychic framework of the /individual. This situation is very rapidly ch44Wgimg as The State of Alaska is aov toward the development of television ception capabiity for all mre? of the ,tate. In 1976, the Legislatory- appropriated Si .5 million to e(mip .-four ground stations for rece television amd providing low c st television transmitters for com- munity use. an addition, the staff,, ,:hr.ongh the Governor's office, brought national networ programming Ito r*,`. e cmnmunaties fdr five to six hoursaf television entertainment per everd-- pl.as various amounts of day-time educa- tional programmdng. This projm.:- went ?into operation in the first quarter of 1977. The development was perrived. a.s a rare circumstance under which social scientists could know of the iezroduction of a significant social change agent prior to the event. It -Tovided the unique opportunity to establisih a, controlled baseline of data against which to measure theeffects of znange Another unique charactelerdstic of TuTal Alaska commending its value as a research location is its mu:7icultural setting. The opportunity of studiving a population which has not Wad any significant exposure totelevision ii,the several cultural settings ammidlable in Alaska offers anoadditional cP7mension of information not usually :-.vaflable from studies of the effects of television. As Brislin, Lonner and Thornke (1973) have pointed out, the researcher, by gathering' data in another cIWITure, can obtainxperimental treatments not available in his own culture mild increase the predictive rangeof his hypotheses. In making this argument for the strength of cross-cultural research,. we are going beyond Eckman's argument for using naive populations, as presented imt Constock and Lindsey (1975),innich states that a long history of exposure to television on the part of children Audied may invalidate inferenFes about the.effects of television. In addition, the relatively isolated rural sites 3 make it possible trexamine biroad eff, n a natural: - =tic setting of limited.complexi7y. The examinntion of macro as well nicra effects is particularly impor- a 7int in view of he widely held belief: regarding the effects of -television ji -;nciety as a whole. Cerbmer (19721!L..; pointed out Trelevision) Roles ar4ritten and pars are cast to ciairpid,images consisv-lt with desired VW* _ rms- acti-en- in .a -symbotic sor_jet9" Tms its symmeniif*fulinct ion tele- m is a potentially powerful means,f acaulturatiam and enculturation. L presents models and goals which cum be aspired
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