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.
|Number of pages||20|
|Journal||Journal of Broadcasting and Electronic Media|
|State||Published - Oct 2010|