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The Effect Of The Dove Evolution Film As A One-Shot Media Literacy Treatment, Daniel Wheeler
The Effect Of The Dove Evolution Film As A One-Shot Media Literacy Treatment, Daniel Wheeler
Electronic Theses and Dissertations
The purpose of this study is to test the effectiveness of the Dove Evolution film as a one-shot media literacy treatment to change sociocultural attitudes toward appearance. Four speech classes at the University of Central Florida were used in a Solomon four-group design. Group 1 received a posttest; Group 2 received a pretest and a posttest; Group 3 received the treatment and posttest; and Group 4 received the pretest, treatment and posttest. The treatment consisted of the Dove Evolution film, a viral video introduced in 2006 by Dove as part of its Campaign for Real Beauty. The film has received …