 April 1, 2001
Exciting Discoveries:
Subliminal Catechesis
Learn while you watch, dream, surf!
In an unlikely match-up, 1970's marketing
met 2001's catechetics in a manner bound to engender both enthusiasm and
controversy. Researchers at the
University of Dayton's Institute
for Pastoral Initiatives have announced the results of a study in
which subliminal audio and visual techniques were used to promote learning
of basic tenets of the Catholic faith.
Remember the hullabaloo in the 70's about
theaters interspersing subliminal cuts of items from the snack bar in
order to increase patronage of popcorn and soda? Well, this group of
academics used similar techniques to convey Church teachings to a bunch of
third graders from a local parish.
Subliminal Commandments?
The group found two copies of the classic claymation film Martin the
Cobbler, and worked with the University's media lab to edit one of the
reels, splicing 20 simple slides with the message "Number 7: Don't
Steal" into the film. They brought in two groups of twenty third
graders, showing one group the doctored film, and the other an unedited
version. Afterwards, they gave a "quiz" to the two groups,
including a question about the seventh commandment. Of the children in the
control group, 11 percent correctly answered the commandment question. In
the group with the doctored film, the results were striking, with 53
percent answering the question correctly. To verify their findings they
repeated the study with two doctored films, one with the correct answer,
and another with a "Number 7: Don't lie" message. 47 percent of
the group with the correct message answered the question correct,
while 36 percent of students in the second group said that the seventh
commandment was about lying.
"We were totally blown away, "
noted Dr. Noel Kidden, director of the project. "We really thought
this would be a simple exercise in nostalgia. What we got instead was a
breakthrough into something that might actually prove useful."
Not-so-subliminal reactions
These results have prompted skepticism and surprise in the educational and
catechetical communities.
"Ridiculous!" said April Joques,
CRE at the Dayton parish whose children were used for the study. "The
results of the study simply show that some kids know the answers and some
don't. I don't think we should read that much into the percentages."
However, some in catechesis are cautiously
optimistic about the technology.
"Imagine being able to actually learn
truths of the faith by 'osmosis'," says Kidden. "In a manner
like the 'closed captioning' in use today, tenets of the Catechism could
be coded into videos distributed by major publishers, suitable for
learners of all ages. Children could memorize teachings on the Beatitudes
while watching entertaining videos on the same subject. Confirmation teens
could memorize the Gifts of the Spirit through an edited version of
"Gladiator". Adults could be updated in catechesis while
watching the evening news through a Catholic television station. The possibilities
are endless."
Directors at the NCCL's Echoes of Faith project
share Dr. Kidden's optimism, and have even begun discussion of ways to
incorporate some of these methods into this respected catechist training
program. "We're always looking for ways to enhance future stages of
the project, " noted Ed Gordon, director of catechesis for the
Diocese of Wilmington, who has spearheaded much of the Echoes development.
"You never know what is going to come down the pike next," he
added.
Meanwhile, Kidden's group plans to expand
the study to include subliminal use of audio messages, or even clips
embedded in pages on the World Wide Web. "All we need is someone to
help us pay for the study," he said.
One of the third graders interviewed after
the study brought perspective to the task. "I like how Martin the
Cobbler helped
Jesus by being nice to the lady," he said.
For more information about this project, click
here for a detailed look at the Institute's results.
Chris Weber
Director
Catholic Education Ministries of Central Maryland.
Copyright © 2001 by the Catholic Education
Ministries Center of Central Maryland, Emmitsburg, MD 21727. All rights reserved.
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