Flemington, NJ, November 30, 2009 – A new media study among 307 viewers of a news clip featuring “American Idol" runner-up Adam Lambert’s performance at the American Music Awards revealed that the majority of viewers (80%) reported that the performance was not appropriate.
The study was conducted by HCD Research using its MediaCurves.com® website on November 25-30 to obtain viewers’ perceptions of a news clip about the controversial performance given by Adam Lambert at the American Music Awards. To view interest curves and detailed results go to: www.mediacurves.com.
Half of the viewers (50%) indicated that public reaction would have been different if a woman had given the performance. In addition, more than one-third of the viewers (39%) reported that it is more socially acceptable for women to display sexually provocative acts in public than for men to display sexually provocative acts in public after viewing the video.
Among the findings:
After viewing the video, do you feel that Adam Lambert’s performance at the American Music Awards was appropriate?
|
|
Total |
|
Yes |
20% |
|
No |
80% |
Do you think the public reaction would have been different if a woman had given this performance?
|
|
Total |
|
Yes |
50% |
|
No |
50% |
Do you think it is more socially acceptable for women to display sexually provocative acts in public than for men to display sexually provocative acts in public?
|
|
After Video |
|
Yes |
39% |
|
No |
61% |
While viewing the video, participants indicated their 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.
Yes it is descrimination, people are still not used to 2 men kissing or showing anytype of homosexual sexuality..but its more acceptable for 2 woman doing that.......I think we need to allow all types of people, age, sex, race, religion, gay, or straight to have the same freedoms as the other person. Gay's cant get married but can legally change their gender????? It is the same as the old days where black people were "free" but were segregated from white people.....this world is messed up!!!! It still is even though some things are better.
Again, I don't agree with what he did but who am I to say no to somebody who has differences than my own. It is their life. This is a free country. I am a straight single Christian woman and I may not agree with his choice but I'm not God, I'm just me. I cannot tell a person what to do or what to believe in. Neither can anybody else.