Stepping Beyond Message Specificity in the Study of Emotion as Mediator and Inter-Emotion Associations Across Attitude Objects: Fahrenheit 9/11, Anger,and Debate Superiority

This experimental research focuses on four distinct, but related theoretical interests regarding the study of emotion and media effects: (a) emotion serving as a potential mediator of the relationship between the consumption of multiple media messages, (b) media messages sparking emotional reactions to attitude objects not specifically referenced or identified in a message, (c) the assessment of inter-emotion relationships across distinct attitude objects, and (d) varied processes of emotion-based influence based on individual-difference attitude object preferences. This work focuses on Michael Moore's Fahrenheit 9/11, its effects on anger felt toward President George W. Bush and Senator John F. Kerry, and subsequent perceptions of candidate debate superiority across Bush versus Kerry supporters. Moore's film was found to influence levels of anger felt toward both Bush and Kerry and these emotions were related to subsequent perceptions of debate superiority. Distinct processes of influence were found for previously identified Bush supporters versus Kerry supporters, with Bush anger serving as a mediator for Bush supporters and Kerry anger serving as a mediator for Kerry supporters. Ramifications of this study's findings are outlined and future lines of research are summarized.