To Read, View, or Listen? A Cross-Media Comparison of Comprehension Academic Article uri icon

abstract

  • Abstract Using several of the communications employed in a recent large-scale investigation into the miscomprehension of televised communication, the present investigation compared miscomprehension rates for TV with those for print and audio-only formats. The findings revealed that print was better comprehended than either TV or audio presentations of the same material. This held true for both advertising and news-oriented communication.

author list (cited authors)

  • Jacoby, J., Hoyer, W. D., & Zimmer, M. R.

citation count

  • 12

complete list of authors

  • Jacoby, J||Hoyer, WD||Zimmer, MR

publication date

  • January 1983