Involved, Transported, or Emotional? Exploring the Determinants of Change in Knowledge, Attitudes, and Behavior in Entertainment-Education

Sheila T. Murphy, Lauren B. Frank, Meghan B. Moran, Paula Patnoe-Woodley

Research output: Contribution to journalArticle

Abstract

This study examined how 3 constructs-involvement with a specific character, involvement with the narrative (Green and Brock's construct of transportation), and viewers' emotional reaction to the narrative-produce entertainment-education (EE) effectsA pretest/posttest survey of 167 regular viewers measured the effects of exposure to a lymphoma storyline on a television drama, Desperate HousewivesTransportation or involvement with the narrative was the best predictor of change in relevant knowledge, attitudes, and behaviorAlthough involvement with a specific character has been hailed an important direct predictor of EE effects, a structural equation model indicated that character involvement may be more important for its ability to heighten transportation and emotion, which, in turn, produce changes in viewers' knowledge, attitudes, and behavior.

Original languageEnglish (US)
Pages (from-to)407-431
Number of pages25
JournalJournal of Communication
Volume61
Issue number3
DOIs
StatePublished - Jun 1 2011
Externally publishedYes

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ASJC Scopus subject areas

  • Communication
  • Language and Linguistics
  • Linguistics and Language

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