Images also An alternative hypothesis is that medium matters less for political sophisticate because they are more likely to engage in on-line processing, making recall measures of learning invalid for sophisticate (Rahn, Aldrich, and Borgida 1994). In analyses that are available from the author, however, I find this to be unlikely.
An alternative explanation for the results is that the Nixon visual in the television condition primed viewers to think of Watergate whereas its absence in the audio condition prevented listeners from doing so. In this scenario, viewers might have downgraded Nixon and focused more on image because they were thinking of Watergate whereas the listeners were not. The results then would stem
not from the general impact of television images, but rather from the idiosyncratic nature of Nixon’s life.
Images also An alternative hypothesis is that medium matters less for political sophisticate because they are more likely to engage in on-line processing, making recall measures of learning invalid for sophisticate (Rahn, Aldrich, and Borgida 1994). In analyses that are available from the author, however, I find this to be unlikely. An alternative explanation for the results is that the Nixon visual in the television condition primed viewers to think of Watergate whereas its absence in the audio condition prevented listeners from doing so. In this scenario, viewers might have downgraded Nixon and focused more on image because they were thinking of Watergate whereas the listeners were not. The results then would stemnot from the general impact of television images, but rather from the idiosyncratic nature of Nixon’s life.
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