Flemington, NJ, May 21, 2008 – Two national studies conducted among self-reported Democrats, Republicans and Independents indicated that after viewing segments of Hillary Clinton’s and Barack Obama’s victory speeches there was little impact on voters in support of Senator Clinton or Senator Obama.
The studies were conducted by HCD Research and the Muhlenberg College Institute of Public Opinion (MCIPO) earlier today to obtain Americans’ perceptions of video segments of Hillary Clinton’s speech after her victory in Kentucky, and Barack Obama’s speech after his victory in Oregon last night following the primaries.
The studies were conducted among 619 participants, with one group of 303 viewing segments of Clinton’s speech and another group of 316 viewing segments of Obama’s speech. While viewing the speeches, 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 agreement curves, go to:
www.mediacurves.com.
Among the study findings:
Viewers of Obama’s Victory Speech
“If Hillary Clinton becomes the Democratic nominee, should she offer the vice presidential spot on the ticket to Barack Obama?”
% %
Pre Yes No Not Sure Post Yes No Not Sure
Obama Supporters 65 20 15 62 23 15
Clinton Supporters 48 33 19 48 33 19
McCain Supporters 19 64 17 18 67 14
Undecided 32 32 37 32 27 41
Viewers of Clinton’s Speech
“If Hillary Clinton becomes the Democratic nominee, should she offer the vice presidential spot on the ticket to Barack Obama?”
Pre Yes No Not Sure Post Yes No Not Sure
Obama Supporters 58 19 23 62 18 19
Clinton Supporters 48 42 10 48 39 13
McCain Supporters 15 74 11 17 74 9
Undecided 31 41 28 34 38 28
Viewers of Obama’s Speech
“If Barack Obama becomes the Democratic nominee, should he offer the vice presidential spot on the ticket to Hillary Clinton?”
Pre Yes No Not Sure Post Yes No Not Sure
Obama Supporters 29 53 17 30 53 17
Clinton Supporters 67 16 16 71 14 15
McCain Supporters 17 59 24 23 58 19
Undecided 29 32 39 20 32 49
Viewers of Clinton’s Speech
“If Barack Obama becomes the Democratic nominee, should he offer the vice presidential spot on the ticket to Hillary Clinton?”
Pre Yes No Not Sure Post Yes No Not Sure
Obama Supporters 23 56 22 23 59 18
Clinton Supporters 64 19 17 65 16 19
McCain Supporters 11 74 15 15 74 11
Undecided 22 56 22 25 50 25
Emotions Felt Most While Viewing Clinton Speech
When asked to select the emotions they felt most strongly while viewing Clinton’s speech from a list of emotions, Obama supporters reported that “skeptical”(33%) and “irritated” (29%) were the strongest emotions felt, compared to Clinton supporters who indicated “hopeful” (52%) and “confident” (14%) were the strongest emotions felt. McCain supporters reported feeling “skeptical” (32%) and “irritated” (24%), and Undecideds reported feeling “skeptical” (25%) and “attentive” (22%), as the strongest emotions felt while viewing the speech.
Emotions Felt Most While Viewing Obama Speech
When asked to select the emotions they felt most strongly while viewing Obama speech from a list of emotions, Obama supporters reported that “hopeful”(46%) and “excited” (20%) were the strongest emotions felt, compared to Clinton supporters who indicated “attentive” (25%) and “skeptical” (23%) were the strongest emotions felt. McCain supporters reported feeling “skeptical” (41%) and “irritated” (33%), and Undecideds reported feeling “skeptical” (32%) and “attentive” (27%), 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.
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, please contact Vince McGourty, HCD Research, at (908) 483-9121 or (vince.mcgourty@hcdi.net).
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