Measuring Miscomprehension for Televised Communications Using True-False Questions

Abstract

Approaches to the measurement of miscomprehension are developed using true-false questions about the content of televised communications. Our model for individuals' responses to those questions includes the effect of guessing and yeasaying. An individual's true ability in answering the questions is the combination of two countervailing forces: the information the viewer has acquired from the communication, and the misinformation picked up at the same time. Jacoby, Hoyer, and Sheluga (1980) found that between one-quarter and one-third of what is seen on television is miscomprehended. We reinterpret this conclusion. Some new results regarding differences between types of televised communications are also reported.