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Chapter 10

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

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  1. Chapter 10 Project Revere: Leaflets as a Medium of Last Resort

  2. 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

  3. 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

  4. 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.

  5. “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

  6. The Phone Game

  7. Diminishing Returns & Message Distortion • Patterns of Distortion • Leveling • Sharpening • Assimilation • Results

  8. 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

  9. 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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