Narrative Persuasion in a New Media Environment: The Impact of Binge-Watching and Second-Screening

Nathan Walter; Sheila T. Murphy; Erica L. Rosenthal

doi:10.1080/08824096.2018.1525348

Narrative Persuasion in a New Media Environment: The Impact of Binge-Watching and Second-Screening

Nathan Walter^*, Sheila T. Murphy, Erica L. Rosenthal

^*Corresponding author for this work

Communication Studies

Research output: Contribution to journal › Article › peer-review

13 Scopus citations

Abstract

The study explored the role of second-screen use and binge-watching in moderating entertainment education (EE) effects. A pretest/posttest experiment of 273 viewers of East Los High measured the effects of exposure to three subplots, concerning alcohol abuse, abortion, and immigration. The effect of identification with characters on change in attitudes was significantly moderated by second-screen use and binge-watching. In particular, second-screening tended to enhance the positive impact of identification; whereas, among respondents who binge-watched the show, the effects of identification were weaker.

Original language	English (US)
Pages (from-to)	402-412
Number of pages	11
Journal	Communication Research Reports
Volume	35
Issue number	5
DOIs	https://doi.org/10.1080/08824096.2018.1525348
State	Published - Oct 20 2018

Keywords

Binge-Watching
Entertainment-Education
Identification
Second-Screening
Viewing Experience

ASJC Scopus subject areas

Communication

UN SDGs

This output contributes to the following UN Sustainable Development Goals (SDGs)

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10.1080/08824096.2018.1525348

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title = "Narrative Persuasion in a New Media Environment: The Impact of Binge-Watching and Second-Screening",

abstract = "The study explored the role of second-screen use and binge-watching in moderating entertainment education (EE) effects. A pretest/posttest experiment of 273 viewers of East Los High measured the effects of exposure to three subplots, concerning alcohol abuse, abortion, and immigration. The effect of identification with characters on change in attitudes was significantly moderated by second-screen use and binge-watching. In particular, second-screening tended to enhance the positive impact of identification; whereas, among respondents who binge-watched the show, the effects of identification were weaker.",

keywords = "Binge-Watching, Entertainment-Education, Identification, Second-Screening, Viewing Experience",

author = "Nathan Walter and Murphy, {Sheila T.} and Rosenthal, {Erica L.}",

note = "Funding Information: The authors would like to acknowledge Wise Entertainment, East Los High's production company, for their assistance with various aspects of this project. In particular, we thank Katie Elmore Mota and Mauricio Mota, co-Presidents and Executive Producers, and Kathy Le Backes, Vice President of Research and Development, for facilitating the research collaboration. Likewise, we thank Margret McLaughlin, Allison Eden, and the two anonymous reviewers for their thorough reading and highly constructive comments. Publisher Copyright: {\textcopyright} 2018, {\textcopyright} 2018 Eastern Communication Association.",

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AU - Rosenthal, Erica L.

N1 - Funding Information: The authors would like to acknowledge Wise Entertainment, East Los High's production company, for their assistance with various aspects of this project. In particular, we thank Katie Elmore Mota and Mauricio Mota, co-Presidents and Executive Producers, and Kathy Le Backes, Vice President of Research and Development, for facilitating the research collaboration. Likewise, we thank Margret McLaughlin, Allison Eden, and the two anonymous reviewers for their thorough reading and highly constructive comments. Publisher Copyright: © 2018, © 2018 Eastern Communication Association.

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KW - Second-Screening

KW - Viewing Experience

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Narrative Persuasion in a New Media Environment: The Impact of Binge-Watching and Second-Screening

Abstract

Keywords

ASJC Scopus subject areas

UN SDGs

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