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Chapter 10. Project Revere: Leaflets as a Medium of Last Resort. Background for Project Revere. When was study conducted? Where conducted? The key players... American public U.S. Air Force / CIA University researchers Gold Shield Coffee company Funding. Leaflets used during War Time.

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chapter 10

Chapter 10

Project Revere: Leaflets as a Medium of Last Resort

background for project revere
Background for Project Revere
  • When was study conducted?
  • Where conducted?
  • The key players...
    • American public
    • U.S. Air Force / CIA
    • University researchers
    • Gold Shield Coffee company
  • Funding
leaflets used during war time
Leaflets used during War Time
  • Leaflets have a long history in politics and war.
  • WW I
    • 3 million leaflets distributed
  • WW II
    • 3 billion distributed
  • Used in every American war
    • Korean, Vietnam, Gulf, Afghanistan
    • Often used as “surrender passes”
    • Warn civilians of imminent bombing
purpose
Purpose
  • To gain knowledge about the leaflet as a medium of communication.
    • Even though had been used in the past, limitation and capacities were poorly understood. No research had been done on their effectiveness.
gold shield coffee good as gold
“Gold Shield Coffee Good as Gold”
  • Method
    • Pretests
    • Researchers visited a sample of households
    • Gave “starters” the advertising slogan
    • Leaflets dropped on town
    • Researchers returned three days later with coffee
  • Tracing the pathways
diminishing returns message distortion
Diminishing Returns & Message Distortion
  • Patterns of Distortion
    • Leveling
    • Sharpening
    • Assimilation
  • Results
effects of repetition
Effects of Repetition
  • Cause and predicted effect
    • independent variable (cause): number of leaflets per person
    • dependent variable (effect): knowledge of message
  • Diminishing returns hypothesis
  • Civil Defense theme study
  • Content
  • Data Collection
implications
Implications
  • Two-step flow: effects on accuracy
  • Importance of direct contact with medium
    • Scarcity vs. Abundancy
  • Oral vs. pass-on message diffusion
    • Children
    • Adults
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