In:
Communication Research, SAGE Publications, Vol. 45, No. 4 ( 2018-06), p. 479-501
Abstract:
Character morality is an integral variable within disposition theories. Zillmann proposed that moral judgments of characters result from a viewer monitoring and approving/disapproving of a character’s behaviors. Raney proposed a schema-based theoretical expansion of this model, wherein moral judgments of characters and disposition formation—facilitated by the activation of character-schema (e.g., hero/villain)—might occur prior to the observation of behavior. Three experimental studies were conducted to test Raney’s hypotheses and to integrate them into Zillmann’s original models. Study 1 indicates that visual cues associated with heroes and villains evoke character-consistent moral judgments absent character behaviors. Study 2 demonstrates that character-schema activation is magnified by the presence of an opposing character. Finally, Study 3 demonstrates that schema-based moral judgments can bias approbation of behaviors and subsequent moral judgments of characters. Theoretical implications and directions for future research are discussed.
Type of Medium:
Online Resource
ISSN:
0093-6502
,
1552-3810
DOI:
10.1177/0093650217699934
Language:
English
Publisher:
SAGE Publications
Publication Date:
2018
detail.hit.zdb_id:
192244-0
detail.hit.zdb_id:
2016421-X
SSG:
3,4
SSG:
3,5
SSG:
7,11
