THE EFFECTIVENESS OF THE DOVE EVOLUTION FILM AS A ONE-SHOT MEDIA LITERACY TREATMENT
DANIEL AARON WHEELER A.A. Alabama Christian College 1979 B.A. Western Illinois University 1989 M.A. University of Alabama 1994
A dissertation submitted in partial fulfillment of the requirements for the degree of Doctor of Education in the Department of Educational Studies in the College of Education at the University of Central Florida Orlando, Florida
Spring Term 2009
Major Professors: Cynthia J. Hutchinson, E. Lea Witta
©2009 Daniel Aaron Wheeler
The purpose of this study is to test the effectiveness of the Dove Evolution film as a one-shot media literacy treatment to change sociocultural attitudes toward appearance. Four speech classes at the University of Central Florida were used in a Solomon fourgroup design. Group 1 received a posttest; Group 2 received a pretest and a posttest; Group 3 received the treatment and posttest; and Group 4 received the pretest, treatment and posttest. The treatment consisted of the Dove Evolution film, a viral video introduced in 2006 by Dove as part of its Campaign for Real Beauty. The film has received 19 million views on the Internet in 2.5 years. A modified version of the Sociocultural Attitudes Towards Appearance Questionnaire (SATAQ-3) was administered as a pretest and posttest, measuring four variables such as awareness and internalization of the media ideal, pressure to achieve the media ideal, and desire to be athletic. It was hypothesized that the treatment would raise awareness but lower internalization, pressure and desire to be athletic. Although none of the hypotheses were supported, there were statistically significant changes. Contrary to expectations, the awareness measure decreased and the pressure score increased. The results and implications are discussed.
This effort is dedicated to the glory of God (1 Corinthians 10:31).
I am grateful for my committee members: Dr. Cynthia Hutchinson, for her excellent coaching as my major professor through the doctoral program; Dr. David Boote, for his thorough, thoughtful and timely feedback over the course of the program; Dr. Eleanor Witta for her patience in dealing with the statistically challenged, and Dr. Rufus Barfield, a researcher and brother in Christ, who literally took me by the hand and prayed with me and our wives in my church office when I really needed it. I am grateful for my teachers: Drs. Kay Allen, Edmund Short, Robert Lange, David Boote, Larry Holt, Lea Witta, Steven Collins, Steve Conley, Albert Pryor, Tim Brown, Cynthia Hutchison, Stephen Sivo, Rick Kenney and George Pawlas. The information and insight I gained through their courses I will always appreciate and will put to good use. I am indebted to my cohort members for their help as we worked together: Cory Knowles, Debra Campeau, Darlene DePalma, Edie Gaythwaite, Won-yoo Kim, Marty Norris, Keith Riley, Jill Fjelstul, Patty McNeese, Stephanie Hull, Zhaodan Huang, and Jackie Davis who kept urging ―You can do it‖ over the course of the last year. Many other classmates along the way made this journey more fun. I am indebted to Mrs. Karisa Workman, speech instructor, who graciously allowed me access to her communication classes for my dissertation research. She made that part easy. I am indebted to the elders of the Concord Street Church of Christ: Brothers Churck Lipford, Bob Cawthon, Jerry Dickinson, Ulysses Campbell, Jerry Liddick and Anthony Washington. Without their blessing and the generous sabbatical from preaching duties to allow me to finish and defend my dissertation, I could not have finished.
I am indebted to the members of the Concord Street Church of Christ, who prayed for me as deadlines approached, rejoiced with me at my successes, and gleefully calling me ―Dr. Dan‖ after my defense. I am indebted to my dear family for their love, support and encouragement; my son Nathan,...
References: evidenced by the growth of exercise and fitness magazines as well as advertizing promoting an ideal physique (Thompson, 2004).
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