Flemington, NJ, December 6, 2007 – A new national study released today compared the levels of sincerity that Americans reported as they viewed John F. Kennedy’s famous 1960 speech on religion and a similar speech given by Mitt Romney earlier today in Texas.
The study was conducted among 750 Americans during December 5-6. During the split-sample study, 250 participants viewed segments from the Kennedy speech and 500 viewed segments from the Romney speech.
The communications research study was conducted by HCD Research, the Muhlenberg College Institute of Public Opinion (MCIPO) and the Louis Finkelstein Institute for Social and Religious Research at The Jewish Theological Seminary.
While viewing video segments of the speeches, participants indicated the levels of sincerity of John Kennedy and Mitt Romney 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. Participants were also asked pre- and post-viewing questions. To view second by second sincerity curves by religious and party affiliation, go to: www.mediacurves.com Detailed results will be available on www.mediacurves.com on Friday.
Among the findings:
Overall, how sincere is Mitt Romney in the video?
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By Political Affiliation |
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Total |
Democrat |
Republican |
Independent / Other |
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Base |
(n=500) |
(n=170) |
(n=137) |
(n=193) |
|
Sincere |
51% |
46% |
60% |
48% |
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Somewhat sincere |
35% |
35% |
30% |
39% |
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Neither sincere nor insincere |
9% |
12% |
8% |
8% |
|
Somewhat insincere |
4% |
5% |
2% |
4% |
|
Insincere |
1% |
2% |
0% |
1% |
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By Religious Affiliation |
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Total |
Atheist |
Catholic |
Jewish |
Protestant |
Other |
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|
Base |
(n=500) |
(n=50)* |
(n=130) |
(n=36)* |
(n=135) |
(n=148) |
|
Sincere |
51% |
35% |
52% |
42% |
64% |
46% |
|
Somewhat sincere |
35% |
39% |
36% |
36% |
26% |
41% |
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Neither sincere nor insincere |
9% |
16% |
9% |
14% |
6% |
9% |
|
Somewhat insincere |
4% |
8% |
2% |
8% |
4% |
3% |
|
Insincere |
1% |
2% |
2% |
0% |
1% |
1% |
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* Caution: Small Base (<100) |
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Overall, how sincere is the John F. Kennedy in the video?
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By Political Affiliation |
|||
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Total |
Democrat |
Republican |
Independent / Other |
|
|
Base |
(n=253) |
(n=95) |
(n=66) |
(n=92) |
|
Sincere |
78% |
88% |
70% |
73% |
|
Somewhat sincere |
19% |
9% |
29% |
23% |
|
Neither sincere nor insincere |
3% |
2% |
2% |
4% |
|
Somewhat insincere |
0% |
0% |
0% |
0% |
|
Insincere |
0% |
0% |
0% |
0% |
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By Religious Affiliation |
|||||
|
Total |
Atheist |
Catholic |
Jewish |
Protestant |
Other |
|
|
Base |
(n=253) |
(n=26) |
(n=66) |
(n=16) |
(n=50) |
(n=95) |
|
Sincere |
78% |
69% |
88% |
75% |
74% |
76% |
|
Somewhat sincere |
19% |
31% |
11% |
13% |
22% |
22% |
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Neither sincere nor insincere |
3% |
0% |
2% |
13% |
4% |
2% |
|
Somewhat insincere |
0% |
0% |
0% |
0% |
0% |
0% |
|
Insincere |
0% |
0% |
0% |
0% |
0% |
0% |
The Media Curves web site provides the media and general public with a venue to view Americans’ perceptions of popular and controversial media events and advertisements.
Editors/Reporters: For more information on the study, or to speak with Glenn Kessler, president and CEO, HCD Research; Chris Borick, Ph.D., director of the Muhlenberg College Institute of Public Opinion; or Dr. Alan Mittleman, director of The Finkelstein Institute, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
HCD Research is a communications research company headquartered in Flemington, NJ. The company's services include traditional and web-based marketing and communications 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. Headquartered in Allentown, Pennsylvania, MCIPO is a respected source of public opinion data on local, state and national issues. The Finkelstein Institute provides a venue to advance dialogue at the intersection of religion and public affairs. Founded in 1886 as a rabbinical school, The Jewish Theological Seminary today is the academic and spiritual center of Conservative Judaism worldwide, encompassing a world-class library and five schools.
JFK's Sincerity Tested by Political Affiliation
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CLICK HERE to view the curves by RELIGIOUS AFFILIATION |  |
Romney's Sincerity Tested by Political Affiliation
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CLICK HERE to view the curves by RELIGIOUS AFFILIATION | |
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