Keywords

Media literacy

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 four-group 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.

Notes

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Graduation Date

2009

Advisor

Hutchinson, Cynthia

Degree

Doctor of Education (Ed.D.)

College

College of Education

Department

Educational Studies

Degree Program

Curriculum and Instruction

Format

application/pdf

Identifier

CFE0002650

URL

http://purl.fcla.edu/fcla/etd/CFE0002650

Language

English

Release Date

May 2009

Length of Campus-only Access

None

Access Status

Doctoral Dissertation (Open Access)

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