While viewing segments of the speech, 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’ emotions were measured using the Ayer Emotion Battery. Participants were also asked pre- and post-viewing questions. To view positive and negative curves, go to: www.mediacurves.com.

Among the study findings:

 

Do you think Hillary Clinton should drop out of the primary race?”

 

 

 

 

When asked to select the emotions they felt most strongly while viewing the speech from a list of emotions, Obama supporters reported that “irritated”(26%) and “skeptical” (23%) were the strongest emotions felt, compared to Clinton supporters who indicated “hopeful” (49%) and “excited” (16%) were the strongest emotions felt. McCain supporters reported feeling “skeptical” (37%) and “attentive” (24%), and Undecideds reported feeling “skeptical” (32%) and “hopeful” (20%), as the strongest emotions felt while viewing the speech.

 

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.