Media-Induced Empowerment: Effects of Episodic and Thematic Framing of Hedonic and Eudaimonic Messages on Viewers

• In Event: Media, Emotion, and Public

Abstract

Recent scholarship in media entertainment considers experiences that extend beyond hedonism, emphasizing the eudaimonic potential of media messages. This study further builds on this literature by identifying another concept linked to eudaimonic media experiences – psychological empowerment. Employing a 2 (Nature of Content: Eudaimonic, Hedonic) X 2 (Message Frame: Episodic, Thematic) between-subjects design, this study tests the interactive effects of messages with either eudaimonic (meaningful) or hedonic (pleasurable) appeal and the episodic (focus on personal stories) and thematic (focus on a generalized context) framing of these narratives on empowerment while taking into consideration mediators, such as elevation and mixed affect, and self-efficacy as a moderator. This research also investigates the discrete emotions that underlie the process of media-induced empowerment by means of self-reported data and facial expression action coding. Implications for media-induced empowerment and content development for public policy, social welfare, health, and education purposes will be discussed.

Authors

• Brittany Andersen, Boston U

• Minkuan Chen, Boston University

• Danchen Wang, Boston University

• Yiyan Zhang, Boston University

• Mina Tsay-Vogel, Boston University