Repeated Exposure to Daytime Soap Opera and Shifts in Moral Judgment Toward Social Convention |
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| Authors: | Ron Tamborini PhD René Weber PhD and MD Allison Eden MA Nicholas David Bowman PhD Matthew Grizzard MA and PhD |
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| Institution: | 1. Department of Communication , Michigan State University;2. Department of Communication , University of California Santa Barbara;3. Young Harris College |
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| Abstract: | This study examined the influence of prolonged exposure to soap opera on character dispositions and real-world moral judgments. Eight groups viewed from 0–7 weeks of soap opera prior to a final week after which participants completed measures of disposition towards show characters as well as perceptions of morality in real-world situations. Results demonstrated the effect of prolonged exposure on both the polarization of dispositions toward characters and a trend in moral judgments toward social convention. These findings highlight the role of disposition within social cognitive theory, and the importance of dispositional considerations in understanding learned morality. |
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