All Academic, Inc. Research Logo

Info/CitationFAQResearchAll Academic Inc.
Document

Resonance as Mediator of Prime-Time Messages about Smoking
Unformatted Document Text:  Resonance as Mediator of Messages 6 same television content for the same length of time will experience varying degrees of cultivation effects, mediated by the degree to which the television message resonates with the individual’s life experiences. Other factors also mediate cultivation effects. The “drench” hypothesis suggests that viewers immerse themselves in the images of select characters at the expense of others (Greenberg, 1981; Hoffner, 1996; Reep & Dambrot, 1989). When viewers perceive that they share similar identities or perspectives with media performers, identification occurs (Green, 1990; Hoffner, 1996; Kelman, 1961). Identification frequently leads to the formation of parasocial relationships, or perceptions of relationships with media performers similar to those with actual people (Rubin, Perse, & Powell, 1985; Rubin & Step, 2000). Prior research suggests that identification and parasocial interaction mediate message effects; these variables are most effective in soliciting long-term attitude and behavior change (Basil, 1996). This study tested changes in attitudes toward smokers and smoking as a function of short-term exposure to pro-smoking and anti-smoking messages embedded in prime- time programming. The mediating influence of resonance was tested on short-term cultivation effects. The impact of identification and parasocial interaction were also tested. Methods The study used a pretest-posttest design involving two experimental treatments. The treatments consisted of two brief scenes from television programs airing in the 2001- 02 prime-time season involving the use of tobacco. Television programs were randomly sampled and videotaped as part of a larger study of television content. Sample Subjects were undergraduates majoring in communication at a major comprehensive public university in the southwestern United States. Mean age was 21.9 years; median age was 21.0. Of the 224 subjects, 67% were women. Regarding tobacco

Authors: Lauzen, Martha. and Dozier, David.
first   previous   Page 6 of 19   next   last



background image
Resonance as Mediator of Messages 6
same television content for the same length of time will experience varying degrees of
cultivation effects, mediated by the degree to which the television message resonates with
the individual’s life experiences.
Other factors also mediate cultivation effects. The “drench” hypothesis suggests
that viewers immerse themselves in the images of select characters at the expense of
others (Greenberg, 1981; Hoffner, 1996; Reep & Dambrot, 1989). When viewers perceive
that they share similar identities or perspectives with media performers, identification
occurs (Green, 1990; Hoffner, 1996; Kelman, 1961).
Identification frequently leads to
the formation of parasocial relationships, or perceptions of relationships with media
performers similar to those with actual people (Rubin, Perse, & Powell, 1985; Rubin &
Step, 2000). Prior research suggests that identification and parasocial interaction mediate
message effects; these variables are most effective in soliciting long-term attitude and
behavior change (Basil, 1996).
This study tested changes in attitudes toward smokers and smoking as a function
of short-term exposure to pro-smoking and anti-smoking messages embedded in prime-
time programming. The mediating influence of resonance was tested on short-term
cultivation effects. The impact of identification and parasocial interaction were also
tested.
Methods
The study used a pretest-posttest design involving two experimental treatments.
The treatments consisted of two brief scenes from television programs airing in the 2001-
02 prime-time season involving the use of tobacco. Television programs were randomly
sampled and videotaped as part of a larger study of television content.
Sample
Subjects were undergraduates majoring in communication at a major
comprehensive public university in the southwestern United States. Mean age was 21.9
years; median age was 21.0. Of the 224 subjects, 67% were women. Regarding tobacco


Convention
Need a solution for abstract management? All Academic can help! Contact us today to find out how our system can help your annual meeting.
Submission - Custom fields, multiple submission types, tracks, audio visual, multiple upload formats, automatic conversion to pdf.
Review - Peer Review, Bulk reviewer assignment, bulk emails, ranking, z-score statistics, and multiple worksheets!
Reports - Many standard and custom reports generated while you wait. Print programs with participant indexes, event grids, and more!
Scheduling - Flexible and convenient grid scheduling within rooms and buildings. Conflict checking and advanced filtering.
Communication - Bulk email tools to help your administrators send reminders and responses. Use form letters, a message center, and much more!
Management - Search tools, duplicate people management, editing tools, submission transfers, many tools to manage a variety of conference management headaches!
Click here for more information.

first   previous   Page 6 of 19   next   last

©2012 All Academic, Inc.