More on the Equivalence of statements presented in various media

Conclusions

From this study, these conclusions are warranted:

• 1. The majority of scales used in this study changed meaning according to the medium of presentation and/or the instrument of measurement.

• 2. Through comparison of factor analyses, scales can be selected which are relatively stable in their meaning across media being judged and measuring instruments.

• 3. The verbal media generally score higher than the pictorial media on scales measuring structure. The spoken media generally score higher than the written.

• 4. A picture generally scores higher in aesthetic evaluation than a verbal description of a picture. A spoken description scores higher than a written one.

• 5. Media relate to one another differently on different dimensions of judgment. In the two dimensions found here, the written was most like the pictorial in the structure factor; the spoken was most like the pictorial in the aesthetic evaluation factor.

• 6. Messages which evoke a given response when presented through a given medium will not necessarily evoke that response when presented through a different medium.

• 7. Latency scores for subsequent responses concerning a spoken presentation will be lower than for responses concerning a written presentation.