Predicting Media Appeal from Instinctive Moral Values

• In Event: Individual Differences in the Media Attraction and Effects Processes

Abstract

Zillmann (2000) calls media viewers “untiring moral monitors” who evaluate character actions with value systems shared among morality subcultures. Entertainment appeal varies according to one’s subculture values. This study applied five “moral modules” from moral foundation theory (MFT) to distinguish morality subcultures. A 5 x 2 within-subject experiment varied violation of 5 modules (Authority, Fairness, Harm, Loyalty, Purity) and character outcomes (reward, punishment) in 10 stories. Findings suggest MFT’s five modules define morality subcultures.

Authors

• Ron Tamborini, Michigan State University

• Allison Eden, Michigan State University

• Nicholas Bowman, Young Harris College

• Matthew Grizzard, Michigan State University

• Rene Weber, University of California, Santa Barbara