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1、RECONCILINGCONFLICTINGRESULTSDERIVEDFROMEXPERIMENTALANDSURVEYSTUDIESOFATTITUDECHANGECARLI.HOVLANDYaleUniversityWOquitedifferenttypesofresearchde-DIVERGENCEsignarecharacteristicallyusedtostudytheThepictureofmasscommunicationeffectswhichTmodificationofattitudesthroug

2、hcom-emergesfromcorrelationalstudiesisoneinwhichmunication.Inthefirsttype,theexperiment,fewindividualsareseenasbeingaffectedbycom-individualsaregivenacontrolledexposuretoamunications.Oneofthemostthoroughcor-communicationandtheeffectsevaluatedintermsrelationalstudie

3、softheeffectsofmassmediaonoftheamountofchangeinattitudeoropinionattitudesisthatofLazarsfeld,Berelson,andGaudetproduced.AbaselineisprovidedbymeansofpublishedinThePeople'sChoice(1944).Inthisacontrolgroupnotexposedtothecommunication.reportthereisanextensivechapterdevo

4、tedtotheThestudyofGosnell(1927)ontheinfluenceofeffectsofvariousmedia,particularlyradio,news-leafletsdesignedtogetvoterstothepollsisapapers,andmagazines.Theauthorsconcludeclassicexampleofthecontrolledexperiment.thatfewchangesinattitudeswereproduced.Inthealternativer

5、esearchdesign,thesampleTheyestimatethatthepoliticalpositionsofonlysurvey,informationissecuredthroughinterviewsabout5%oftheirrespondentswerechangedbyorquestionnairesbothconcerningtherespondent'stheelectioncampaign,andtheyareinclinedtoexposuretovariouscommunicationsa

6、ndhisat-attributeeventhissmallamountofchangemoretitudesandopinionsonvariousissues.General-topersonalinfluencethantothemassmedia.Aizationsarethenderivedfromthecorrelationssimilarevaluationofmassmediaismadeintheobtainedbetweenreportsofexposureandmeasure-recentchapter

7、intheHandbookofSocialPsychol-mentsofattitude.Inavariantofthismethod,ogybyLipsetandhiscollaborators(1954).measurementsofattitudeandofexposuretocom-Researchusingexperimentalprocedures,onthemunicationareobtainedduringrepeatedinterviewsotherhand,indicatesthepossibility

8、ofconsiderablewiththesameindividualoveraperiodofweeksormodifiabilityofattitudesthroughexposuretocom-months.Thisisthe"panelmethod"extensivelymunic