Flemington, NJ, March 26, 2010 – A new media study among 286 viewers of a video clip featuring the signing of the health care reform plan revealed that the majority (61%) reported that Vice President Joe Biden should publically apologize for using profanity after introducing President Obama.
The study was conducted during March 25-26 by HCD Research using its MediaCurves.com® website, to obtain viewers’ perceptions of a video clip in which Joe Biden curses after introducing President Obama during a signing ceremony for the new health care reform plan. To view detailed results go to: www.mediacurves.com.
The majority of viewers (79%) indicated that Biden’s use of profanity when speaking to President Obama was inappropriate. In addition, slightly more than half of the viewers (51%) reported that Biden’s use of profanity will negatively affect perceptions of the United States government.
Among the findings:
Do you think that Vice President Joe Biden should publically apologize for using profanity during this event?
Do you think it was appropriate for Joe Biden to use profanity when speaking to President Obama?
Do you think Vice President Joe Biden’s use of profanity will influence people’s views of the United States government?
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Total
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Yes, it will positively affect views of the United States government
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5%
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Yes, it will negatively affect views of the United States government
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51%
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No, it will not affect views of the United States government
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44%
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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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