Flemington, NJ, November 6, 2009 – A new media study among 303 viewers of a news clip about a cross-dressing student who was sent home because of a dress code violation revealed that half of the viewers (61%) reported that they thought the school’s actions were appropriate.
The study was conducted by HCD Research using its MediaCurves.com® website on November 6 to obtain viewers’ perceptions of the recent story about the cross dressing in school controversy. To view interest curves and detailed results go to: www.mediacurves.com.
Over one-third of viewers (37%) thought that the school’s actions were an act of discrimination and 55% said that if they were in high school they would support having this student attend their school. Furthermore, the majority of viewers (55%) thought that there should be no difference in the treatment of this case and the treatment of students who wear head coverings associated with religious practices.
Among the findings:
Do you think the student should have been sent home from school for this dress code violation?
|
|
Total |
|
Yes |
57% |
|
No |
43% |
Do you think that the actions of the school were appropriate?
|
|
Total |
|
Yes |
61% |
|
No |
39% |
Do you think that the actions taken by this school were an act of discrimination?
|
|
Total |
|
Yes |
37% |
|
No |
63% |
If you were in high school, would you support having this student attend your school?
|
|
Total |
|
Yes |
55% |
|
No |
45% |
Do you think that treatment of this student should be any different than the treatment of a person wearing head coverings associated with religious practices?
|
|
Total |
|
Yes |
55% |
|
No |
55% |
While viewing the video, participants indicated their 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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