ANXIETY AROUSING MESSAGES AND EGO-INVOLVEMENT AS DETERMINANTS OF COMMUNICATIVE PREDISPOSITIONS

A theoretically integrated rationale was generated combining affiliation, ego-involvement, and balance-restoring responses and research was conducted testing hypotheses: (1) slightly involved subjects will demonstrate a greater desire to communicate upon receipt of an anxiety-arousing discrepant message than highly involved subjects; and (2) slightly involved subjects will demonstrate a greater desire to communicate upon receipt of a nonanxiety-arousing discrepant message than highly involved subjects. Results confirmed both hypotheses and the findings were discussed in terms of a proposed theoretic framework identifying the effects of message impact on communicative predispositions.     

The Impact of Social Issue Television Programming on Attitudes Toward Rape

A field experiment was conducted to evaluate the impact of a television movie about acquaintance rape on subsequent attitudes about rape. To maximize external validity, a nationally representative sample of 1,038 male and female adults from three age groups was selected to participate in the study. These participants were then randomly assigned to view or not view the movie over a closed-circuit channel, prior to the network broadcast of the film. Afterward, acceptance of rape myths and perceptions of rape as a social problem were measured. The movie increased awareness of date rape as a social problem across all demographic groups. The movie also had a prosocial effect on older females who were less likely to attribute blame to women in date rape situations after exposure. However, the opposite effect tended to occur among older men. The findings suggest that emotional involvement with a movie and selective perception of movie events may mediate the impact of social issue television programming.