Flemington, NJ, November 25, 2009 – A new media study among 304 viewers of a news clip discussing a new introduction to Charles Darwin’s “On the Origin of Species” revealed that viewer support for teaching creationism in schools declined after watching the video.
The study was conducted by HCD Research using its MediaCurves.com® website on November 23-25 to obtain viewers’ perceptions of a news clip featuring a new introduction to “On the Origin of Species” written and distributed to colleges by the Living Waters Ministries evangelist group to dispute the theory of evolution. To view interest curves and detailed results go to: www.mediacurves.com.
The majority of viewers (65%) indicated that they would read the original version of “On the Origin of Species”, while fewer viewers (60%) indicated that they would read the new introduction. In addition, the majority of viewers (75%) reported that the Living Waters Ministries group should be permitted to distribute its version of “On the Origin of Species” on college campuses.
Among the findings:
Do you think creationism should be taught in public schools?
|
|
Before Video |
After Video |
|
Yes |
58% |
51% |
|
No |
42% |
49% |
Would you read the original version of "On the Origin of Species" by Charles Darwin?
|
|
Total |
|
Yes |
65% |
|
No |
35% |
Would you read the new introduction to "On the Origin of Species" added by the Living Waters Ministries group?
|
|
Total |
|
Yes |
60% |
|
No |
40% |
Should the Living Waters Ministries group be allowed to distribute their version of "On the Origin of Species" containing the new introduction on college campuses?
|
|
Total |
|
Yes |
75% |
|
No |
25% |
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.
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