Allport and Postman (1947)


• Aim: 


  To investigate how information changes as it's transmitted from person to person, demonstrating schema influence on memory and communication.
• Research Method:

  Serial reproduction ("Chinese whispers")
• Procedure:  


  • Participants shown a complex image briefly 
  • First participant describes image to second (unseen) participant 
  • Process repeated up to 6-7 times 
  • Key image: subway scene with Black and White men arguing, White man holding razor
• Results: 

  • Information became shorter, simpler, more coherent 
  • Details changed to fit expectations/schemas 
  • In subway scene:
  • Roles often reversed (Black man described as holding razor)
  • Details added or exaggerated
• Conclusion: 

  • Memory and communication are reconstructive, influenced by schemas
  • Cultural stereotypes impact information processing 
  • Information simplifies and aligns with expectations over transmission
• Strengths:

  1. Demonstrates real-world application of schema theory
  2. Simple, replicable methodology
  3. Provides insight into rumor transmission and eyewitness reliability
  4. Highlights role of cultural stereotypes in information processing
• Limitations:

  1. Ethical concerns: May reinforce harmful stereotypes
  2. Cultural bias: May not generalize across cultures or time
  3. Artificial setting: May not reflect natural communication processes
  4. Limited stimulus: Single image limits generalizability
  5. Lack of control for individual differences in memory or communication skills