Stimulus Creation for Experiments: A Case Study Using Media Literacy Videos

Stimulus creation is a challenge in media research, particularly for experiments that require realistic media stimuli. Using existing content from media outlets poses threats to internal validity, whereas creating original content risks external validity. This chapter explores methodological issues in creating experimental media stimuli and describes various methods for doing so in a valid and cost-effective manner. It then provides a case study of stimulus creation for a study of media literacy interventions that address these issues. The methods of the case study provide a framework which includes: 1) reviewing existing literature and selecting an appropriate theoretical model to guide content, 2) partnering with collaborators to build relevant content, and 3) testing content with a combination of survey and focus group methods. The chapter concludes with a summary of lessons learned in the process and key implications for developing media stimuli for experimental research.