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Quillin Thesis 12-13-14 (2).pdf (7.07 MB)

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Are We Going In There? The Role of Brief Narratives (TV ADs and PSAs) in Narrative Transportation and Second-Order Cultivation Effects

Quillin, Michael J
http://rave.ohiolink.edu/etdc/view?acc_num=csu1418637369

Abstract Details

2014, Master of Applied Communication Theory and Methodology, Cleveland State University, College of Liberal Arts and Social Sciences.
This study examined the role of brief narratives, such as those found in television commercials (TV Ads) and Public Service Announcements (PSAs), in the dissemination of values messages as mediated by narrative transportation and second-order cultivation effects. Undergraduate students from a midwestern university participated in an experiment administered through the SurveyMonkey website; two experimental groups (TV Ads n=85 and PSAs n=69) each viewed two separate (one dramatic, one humorous) value-laden brief narrative video segments completing transportation, attention, materialism, and altruism response scales following each exposure. Measures taken prior to exposure included television affinity and need for cognition among others. Findings confirm brief narratives do elicit transportation, and among those who watch more television higher levels of transportation were reported. Psychological processes were found to increase the likelihood of experiencing transportation; in particular those paying more attention and having a high need for cognition were more likely to be transported. Additionally, transportation had a modest impact on a number of materialism measures including the summed materialism scale while altruism produced contradictory results. An anomaly was found with the humorous TV ad, raising questions about the role of character identification in the production of narrative transportation.
Kimberly Neuendorf, PhD (Advisor)
Cheryl Bracken, PhD (Committee Member)
Richard Perloff, PhD (Committee Member)
Cognitive Psychology; Communication; Mass Communications; Mass Media; Social Psychology
narrative transportation; second-order cultivation effects; values; materialism; altruism; television affinity; brief narratives; TV ad; PSA; need for cognition; attention; transportation; cultivation; television commercials; public service announcements;

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Citations

  • Quillin, M. J. (2014). Are We Going In There? The Role of Brief Narratives (TV ADs and PSAs) in Narrative Transportation and Second-Order Cultivation Effects [Master's thesis, Cleveland State University]. OhioLINK Electronic Theses and Dissertations Center. http://rave.ohiolink.edu/etdc/view?acc_num=csu1418637369

    APA Style (7th edition)

  • Quillin, Michael. Are We Going In There? The Role of Brief Narratives (TV ADs and PSAs) in Narrative Transportation and Second-Order Cultivation Effects. 2014. Cleveland State University, Master's thesis. OhioLINK Electronic Theses and Dissertations Center, http://rave.ohiolink.edu/etdc/view?acc_num=csu1418637369.

    MLA Style (8th edition)

  • Quillin, Michael. "Are We Going In There? The Role of Brief Narratives (TV ADs and PSAs) in Narrative Transportation and Second-Order Cultivation Effects." Master's thesis, Cleveland State University, 2014. http://rave.ohiolink.edu/etdc/view?acc_num=csu1418637369

    Chicago Manual of Style (17th edition)

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This open access ETD is published by Cleveland State University and OhioLINK.