六十年代关于冷热媒介的一项实验研究.pdfVIP

Psychological Reports, 1969, 25, 447-451. @ Psychological Reports 1969 EXPERIMENTAL INVESTIGATION OF MC LUHANS IDEAS CONCERNING EFFECTS OF HOT AND COOL COMMUNICATIONS MEDIA1 WOLFGANG G. BRINGMANN WILLIAM D. G. BALANCE ALAN KRICHEV Unive~sityof Windsor Summary.-The present study war carried out to investigate recent theories of Marshall McLuhan concerning the differential effects of hot (movie) and cool (television) communications media. Four groups of college students ( N = 51) viewed the same highway accident film, Signal 30, under four different media conditions (color movie and black and white television with and without sound track). Dependent variable measurements were made by ad- ministering the today-form o€ the Multiple Affect Adjective Check List (MAACL) to all Ss four times before and once after the stressful film. Ac- cording to McLuhan, Ss who were shown the accident film by a hot medium (movie) were expected to score significantly higher on the anxiety, depres- sion, and hostility sub-scales of the MAACL than those who were exposed to the cool medium (television). There was, however, no significant difference in postfilm MAACL scores for the different media conditions and thus Mc- Luhans hypotheses were not supported. While con:emporary research in the area of mass communication has been primarily empirical, emphasizing the content of mass media ( l o ) , the work of Marshall McLuhan and his followers has instead concentrated on the effects of the communication media them