Media-Specific Learning Effects

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Abstract
The experiment dealt with the question of the comparative learning effects of television and radio. It was determined that both of these media impart knowledge to the same extent and that the forgetting of the knowledge is not media-specific. However, emotional impressions were found to be different for television viewers and radio listeners. These media-specific emotional impressions do not change with the passing of time after the program presentation. Thus the media-specific emotional impression seems to remain constant over time and seems to be largely independent of the retained or forgotten cognitive content.

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