TY - JOUR
T1 - Repeated exposure to daytime soap opera and shifts in moral judgment toward social convention
AU - Tamborini, Ron
AU - Webe, René
AU - Eden, Allison
AU - Bowman, Nicholas David
AU - Grizzard, Matthew
PY - 2010/10
Y1 - 2010/10
N2 - This study examined the influence of prolonged exposure to soap opera on character dispositions and real-world moral judgments. Eight groups viewed from 0-7 weeks of soap opera prior to a final week after which participants completed measures of disposition towards show characters as well as perceptions of morality in real-world situations. Results demonstrated the effect of prolonged exposure on both the polarization of dispositions toward characters and a trend in moral judgments toward social convention. These findings highlight the role of disposition within social cognitive theory, and the importance of dispositional considerations in understanding learned morality.
AB - This study examined the influence of prolonged exposure to soap opera on character dispositions and real-world moral judgments. Eight groups viewed from 0-7 weeks of soap opera prior to a final week after which participants completed measures of disposition towards show characters as well as perceptions of morality in real-world situations. Results demonstrated the effect of prolonged exposure on both the polarization of dispositions toward characters and a trend in moral judgments toward social convention. These findings highlight the role of disposition within social cognitive theory, and the importance of dispositional considerations in understanding learned morality.
UR - http://www.scopus.com/inward/record.url?scp=78650260716&partnerID=8YFLogxK
UR - http://www.scopus.com/inward/citedby.url?scp=78650260716&partnerID=8YFLogxK
U2 - 10.1080/08838151.2010.519806
DO - 10.1080/08838151.2010.519806
M3 - Article
AN - SCOPUS:78650260716
SN - 0883-8151
VL - 54
SP - 621
EP - 640
JO - Journal of Broadcasting and Electronic Media
JF - Journal of Broadcasting and Electronic Media
IS - 4
ER -