Flemington, NJ, March 16, 2010 – A new media study among 238 viewers of a news clip regarding proposed conservative changes to Texas school textbooks revealed that reactions differed among political parties.
The study was conducted during March 12-15 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a news clip discussing a movement in the Texas school administration to include more conservative values in textbooks. To view detailed results go to: www.mediacurves.com.
While nearly half of Democrats (49%) reported that the amount of material in textbooks about contributions of religious leaders should be kept the same, a similar percentage of Republicans (49%) reported that textbooks should include more material on this subject.
After viewing the video, 44% of republicans agreed that history textbooks generally lean towards a more liberal view, while 46% of Democrats indicated that history textbooks represented a neutral view. The majority of all parties agreed that textbooks should refer to the United States’ economic system as “free enterprise” instead of “capitalist.”
Among the findings:
Should material regarding contributions from religious leaders and symbols be:
|
|
Democrat |
Republican |
Independent |
|
Included more in school history textbooks |
25% |
49% |
29% |
|
Included less in school history textbooks |
26% |
14% |
29% |
|
Included the same amount in school history textbooks |
49% |
37% |
43% |
Which political view do you feel that school history textbooks generally lean towards?
|
|
Democrat |
Republican |
Independent |
|
Liberal view |
19% |
44% |
38% |
|
Conservative view |
35% |
29% |
34% |
|
Neutral view |
46% |
27% |
29% |
Which term do you feel should be used in history textbooks to describe the United States economic system?
|
|
Democrat |
Republican |
Independent |
|
Capitalist |
32% |
35% |
36% |
|
Free Enterprise |
57% |
56% |
57% |
|
Other |
11% |
10% |
7% |
While viewing the video, participants indicated their perceived levels of agreement by moving their mouse from left to right on a continuum. The responses were recorded in quarter-second intervals and reported in the form of curves. The participants were also asked to respond to post-viewing questions.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net). You can also receive updates from MediaCurves.com by following us on Twitter: http://twitter.com/mediacurves and Facebook: http://www.facebook.com/pages/Flemington-NJ/MediaCurves/86691908820
HCD Research is a marketing and communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based research. For additional information on HCD Research, access the company’s web site at www.hcdi.net or call HCD Research at 908-788-9393. MediaCurves.com® (www.mediacurves.com) is a media measurement website that provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
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