Flemington, NJ, April 12, 2010 – Results from a national media study among 600 Americans viewing a news clip regarding a decision to reinstate Confederate History Month revealed that viewers were evenly spilt, with half reporting that it is “extremely appropriate” or “appropriate” and half indicating that it is “extremely inappropriate” or “inappropriate” after viewing the video.
The study was conducted by HCD Research on April 7-12, using its MediaCurves.com® website, to obtain viewers’ perceptions of a video featuring Virginia Governor Robert McDonnell’s decision to reinstate April as the official month to honor Confederate History. To view detailed results go to: www.mediacurves.com.
Among political parties, the majority of Republicans (62%) indicated that confederate history should be honored, while the same proportion of Democrats (62%) reported that confederate history should not be honored. In addition, nearly half of the respondents (48%) reported that celebrating Confederate History Month promotes racist ideals after viewing the video.
Among the findings:
How appropriate is it for a state to have an official Confederate History Month?
|
|
Before Video
|
After Video
|
|
Extremely Appropriate
|
11%
|
13%
|
|
Appropriate
|
44%
|
37%
|
|
Inappropriate
|
33%
|
34%
|
|
Extremely inappropriate
|
13%
|
16%
|
Do you think Confederate history is something that should be honored?
|
|
Democrat
|
Republican
|
Independent
|
|
Yes
|
38%
|
62%
|
51%
|
|
No
|
62%
|
38%
|
49%
|
Do you think that having a Confederate History Month promotes racist ideals?
|
|
Before Video
|
After Video
|
|
Yes
|
46%
|
48%
|
|
No
|
54%
|
52%
|
While viewing the video, participants indicated their perceived levels of agreeability 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.