Resumen de Experimental Research in Television Message Design:: Implications for ETV
This article initially develops a comprehensive framework for assigning experimental research in television message design strategies into either production or performer variable categories. Extensive review is then given to studies conducted within the various divisions with practical implications extended to producers and formative evaluators of educational television. It is concluded that the residue of evidence which might be directly applied in an operational setting is limited. Rather, the primary value of past research has been mainly in providing models for replication by formative evaluators and in contributing towards middle‐range communication theory. The article concludes with suggestions for conceiving and reporting continued research activity.
