Impact of Print Media on Society
THE EFFECTIVENESS OF THE DOVE EVOLUTION FILM AS A ONE-SHOT MEDIA LITERACY TREATMENT
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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
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ABSTRACT
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.
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This effort is dedicated to the glory of God (1 Corinthians 10:31).
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ACKNOWLEDGMENTS
I am grateful for my committee members: Dr.
by
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
ii
ABSTRACT
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.
iii
This effort is dedicated to the glory of God (1 Corinthians 10:31).
iv
ACKNOWLEDGMENTS
I am grateful for my committee members: Dr.
References: evidenced by the growth of exercise and fitness magazines as well as advertizing promoting an ideal physique (Thompson, 2004).