Exploring Audience Involvement with Yellow Card and its Promotion of Sexual Responsibility Among African Youth

• In Event: The Intersection of Race/Ethnicity, Health, and Communication

Abstract

Parasocial interaction has been viewed as a process in which audience members develop relationships with media personas over long time periods. Little research has explored whether or not film audiences develop intense parasocial relationships. This qualitative study among Nigerian young adults explores their involvement with Yellow Card, an award-winning entertainment-education film. Results indicate viewers’ perceived similarity with and attraction to Yellow Card’s characters facilitated intense parasocial interaction, motivating them to adopt the film’s sexual responsibility message.

Authors

• Debra Buenting, Regent University

• William Brown, Regent University