THE IMPACT OF ACTOR-CHARACTER INCONGRUENCE ON AUDIENCE PERCEPTION

Abstract

Entertainment media plays a significant role in shaping audience attitudes and behaviors. While the focus of previous research has primarily been on the impact of individual media messages, this study explores the multifaceted psychological mechanisms underlying entertainment media effects. While the direct impact of a single message is undoubtedly crucial, the study aims to shed light on the complex interactions between media exposure, narrative involvement, character identification, and prior exposure to actors. By considering the interplay of these factors, we aim to provide a more comprehensive understanding of how media influences individuals in naturalistic media environments where they encounter diverse and sometimes conflicting messages.