A E J M C Morality Culture And Morality ( Nick Bowman)

Panel presented at the Annual Meeting of the Association for Education in Journalism and Mass Communication, St. Louis, August 14, 2011. Nicholas David Bowman, Ph.D. Sven Jöckel, Dr. phil. Leyla Dogruel Implications of cross-cultural differences in moral salience for multi-national media psychology research

Session Overview
Four main questions:
What is culture?
How does it vary?
How does morality explain this variance?
How does this variance influence media psychology research?
Discussion rooted in MIME (Tamborini, 2011)
* (c) ND Bowman, 2011

What is culture?
“ Collective programming of the mind” (Hofstede, 2001)
Shared value structures
Learned through:
Socialization
Narratives of our people
Non-mediated environment

How does it vary?
As narratives vary, so does culture
Culture can be understood in terms of shared values

Morality’s explanation of ∆ culture
Different stories emphasize different values
Care/harm
Fairness/reciprocity
Authority/respect
Ingroup/loyalty
Purity/sanctity
Different patterns lead us to a definition of morality subcultures (Zillmann, 2000)

∆ Culture and Media Psychology
Morality is central to understanding media consumption and production
Both provided in MIME (Tamborini, 2011)

MIME (Tamborini, 2011) * (c) ND Bowman, 2011
Automatic Response
Attention
Positive/Negative response to Adhering/Violating content
Appraise/Rationalize
Accept/Reject need to violate one foundation in order to conform to another
Patterns of Selective Exposure Mass Production of Domain-Adhering Media Non-Mediated Cultural Environment Exposure to Domain-Adhering Media Exemplar Salience Domain Salience Consumption Process

MIME (Tamborini, 2011) * (c) ND Bowman, 2011 Production Process
Automatic Response
Attention
Positive/Negative response to Adhering/Violating content
Appraise/Rationalize
Accept/Reject need to violate one foundation in order to conform to another
Patterns of Selective Exposure Mass Production of Domain-Adhering Media Non-Mediated Cultural Environment Exposure to Domain-Adhering Media Exemplar Salience Domain Salience

Evidence in support of macro
Content-side: English vs. Spanish soaps (Mastro et al., 2011)

Audience-side: German vs. US media appeal
* (c) ND Bowman, 2011 German US Overall Harm/Care* 4.65 (.62) 4.45 (.80) 4.60 (.69) Fairness* 4.74 (.54) 4.47 (.70) 4.66 (.60) Authority* 3.47 (.72) 4.14 (.79) 3.67 (.80) Loyalty* 3.42 (.60) 4.09 (.83) 3.61 (.74) Purity* 2.82 (.83) 3.64 (1.04) 3.06 (.97)

Audience-side: German vs. US media appeal
* (c) ND Bowman, 2011 β from Nationality β from Morality Movies Comedy .190 .214 Drama .131 .325(C)* Action .215 .142 TV Comedy .178 .199 Documentary -.122 .307(C)* News -.312 .439* [.528(C)]

Implications
What is culture as a variable?
Cross- national research suggests values > nationality in explaining media appeal
Intra-national research suggests values > social identity in explaining media content
∆ in content = ∆ in values
Culture as value salience:
More robust indicator
More accurate indicator
More interesting indicator?

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A E J M C Morality Culture And Morality ( Nick Bowman)

by West Virginia University - Department of Communication Studies on Sep 22, 2011

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A E J M C Morality Culture And Morality ( Nick Bowman) — Presentation Transcript