Relationship of audiovisual media exposure and personal characteristics to the knowledge level, attitude, and audiovisual media preference of IRRI visitors.

Date

1993

Abstract

The relationship of video and slide-tape exposure of Inter¬national Rice Research Institute (IRRI) visitors and some personal characteristics to knowledge about IRRI, attitude towards IRRI, and media preference were determined as an attempt to find empirical basis as indicators for communica¬tors on which of the two audiovisual (AV) media would be more effective for specific audiences.AV media exposure of IRRI visitors on slide-tape and video was found to have significant relationship to knowl¬edge level about IRRI and attitude towards IRRI. AV media exposure was found not to have significant relationship to AV media preference.Results indicated that slide-tape effected higher knowledge level than video. This was attributed to the useof text superimposed on some pictures to highlight important information and facilitate recall. Video, on the other hand,effected more positive attitudes of the subjects to¬wards IRRI than slide-tape. This was attributed to the mo¬tion capability of video which may have worked on the affec¬tive domain level of the subjects.The six personal characteristics included were: educa-tional level, perceived English comprehension ability, gen¬der, age, perceived intelligence, and attitude. Those found to have significant relationship to knowledge level about IRRI were:all of the six except age; those found to have significant relationship to attitude were: all of the five (attitude excluded) except age and gender; and those found to have significant relationship to AV media preference were: none except gender.

Document Type

Master Thesis

Degree

Master of Science in Development Communication

Language

English

LC Subject

Video tapes. Slides (Photography)

Location

UPLB Main Library Special Collections Section (USCS)

Call Number

LG 995 1993 D46 L69

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