Predicting media appeal from instinctive moral values

R. Tamborini, A.L. Eden, N.D. Bowman, M. Grizzard, R. Weber, R. Lewis

Research output: Contribution to JournalArticleAcademicpeer-review

Abstract

Zillmann's moral sanction theory defines morality subcultures for entertainment as groups of media viewers who evaluate character actions with shared value systems. However, the theory provides no a priori means to identify these shared value systems. The model of intuitive morality and exemplars incorporates a theoretical framework for identifying and testing the factors from which these shared value systems emerge. This study applies the model's framework, based on 5 "moral domains" from moral foundations theory, to test the influence of shared value systems on character perceptions and narrative appeal. A within-subject experiment varied violation of these five domains (care, fairness, ingroup loyalty, authority, and purity) and narrative resolutions (positive or negative outcomes) in 10 short narrative scenarios. The 5 domains predicted character perceptions and narrative appeal. The results are discussed in terms of the utility of these domains for understanding the reciprocal relationship between audience values and media response. © 2013 Copyright Mass Communication & Society Division of the Association for Education in Journalism and Mass Communication.
Original languageEnglish
Pages (from-to)325-346
JournalMass Communication and Society
Volume16
Issue number3
DOIs
Publication statusPublished - 2013

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