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- Title
Narrative Persuasion in a New Media Environment: The Impact of Binge-Watching and Second-Screening.
- Authors
Walter, Nathan; Murphy, Sheila T.; Rosenthal, Erica L.
- 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.
- Subjects
SOCIAL media; BINGE drinking; TECHNOLOGICAL innovations; ALCOHOLISM; MASS media
- Publication
Communication Research Reports, 2018, Vol 35, Issue 5, p402
- ISSN
0882-4096
- Publication type
Article
- DOI
10.1080/08824096.2018.1525348