Narrative Persuasion in a New Media Environment: The Impact of Binge-Watching and Second-Screening |
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| Authors: | Nathan Walter Sheila T Murphy Erica L Rosenthal |
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| Institution: | 1. Nathan Walter, Ph.D. is an Assistant Professor, graduated from the University of Southern California in 2018.nathanw@usc.edu;3. Sheila T. Murphy, Ph.D. is a Full Professor, graduated from the University of Michigan in 1990.;4. Erica L. Rosenthal, Ph.D., is a Senior Research Associate, graduated from Claremont Graduate University in 2012. |
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| 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. |
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| Keywords: | Binge-Watching Entertainment-Education Identification Second-Screening Viewing Experience |
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