Flemington, NJ, March 15, 2010 – A new media study among 211 viewers of a news clip regarding a school prom that was cancelled after a female student protested because she was not allowed to take her girlfriend as a date revealed that the majority of viewers (77%) believed that the school’s actions were an act of discrimination.
The study was conducted during March 12-15 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions a news clip featuring a school’s decision to cancel the prom after one student protested about not being able to take her girlfriend as a date. To view detailed results go to: www.mediacurves.com.
The vast majority of viewers (88%) indicated that the actions by the school were not appropriate. In addition, more than one-third of viewers who have Facebook accounts (34%) indicated that they would become a fan of the Facebook page created to support this student bringing her date to prom.
Among the findings:
Do you think that the actions taken by this school were an act of discrimination?
|
|
Total |
|
Yes |
77% |
|
No |
23% |
Do you think that the actions of the school to cancel prom were appropriate?
|
|
Total |
|
Yes |
12% |
|
No |
88% |
Do you think schools should be allowed to regulate a students’ prom date choice?
|
|
Total |
|
Yes |
23% |
|
No |
77% |
Would you become a fan of the Facebook page that supports allowing this student to bring her same-sex date to prom?
|
|
Total |
|
Yes |
34% |
|
No |
38% |
|
Maybe |
27% |
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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