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Flemington, NJ, May 29, 2008 – A national study among 309 self-reported Republicans, Democrats and independents indicated that Americans were less favorable of President Bush after viewing the Scott McClellan interview on the Today Show.
The communications research study was conducted by HCD Research and the Muhlenberg College Institute of Public Opinion earlier today to obtain Americans’ views an interview with Scott McClellan, a former press secretary to President Bush and the author of a “tell-all” memoir about his time in the White House.
While viewing segments of the interview, participants indicated their levels of believability 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 believability curves and detailed results go to: www.mediacurves.com.
Among the study findings:
What is your overall opinion of President Bush?
| Prior to Viewing McClellan Interview
Democrats Republicans Independents |
After Viewing McClellan Interview
Democrats Republicans Independents |
Emotions Most Felt While Viewing the Interview
When asked to select the emotions they felt most strongly while viewing the McClellan interview from a list of emotions, Democrats reported that “irritated” (25%) and “attentive” (24%) were the strongest emotions felt, compared to Republicans who indicated “irritated” (28%) and “attentive” (25%) were the strongest emotions felt. independents reported that “attentive” (27%) and “skeptical” (26%) were the strongest emotions felt while viewing his interview.
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).
