Holger Schramm
Biographic Data
| ID | 128348 |
|---|---|
| NAME | Holger Schramm |
| GIVEN NAMES | Holger |
| FAMILY NAME | Schramm |
| SIGNATURE | SCHRAMM H |
| AFFILIATIONS | University of Würzburg |
| ORCID | 0000-0001-5735-9020 |
| VERIFIED | Yes |
| TOTAL WORKS | 38 |
| TOTAL CITATIONS | 71 |
| AUTHOR COUNT | 35 |
| EDITOR COUNT | 3 |
| FIRST PUBLICATION YEAR | 2007 |
| LATEST PUBLICATION YEAR | 2026 |
| H-INDEX | 3 |
Measuring Parasocial Processing: An Easily-Applicable Short Version of the Parasocial Interaction-Process Scales
Research on parasocial phenomena is thriving, and parasocial processing emerged as a key concept in the wake of this trend. In this paper, we derive and systematically test a shortened version of the central measure of parasocial processing, the PSI-Process Scales. The theoretically grounded Parasocial Processing Short Scale (PP-SS) consists of only nine items. The scale was systematically developed and validated in two preregistered empirical st…
Effects of Music as an Integral Part of Media Content: A Scoping Review
The impact of spatiotemporal and sociocultural Heimat associations in entertaining television programs on social identity, positive affect, and intergroup relations
Heimat is a German term that is often translated as home, homeland, or native region. Media offerings that present Heimat-related content relating to regional and familiar aspects of people’s lives can activate individuals’ social identity, which might influence their positive affect and self-concept. This is the first study to examine how spatiotemporal (e.g., the childhood family environment) and sociocultural (e.g., folklore or a native dialec…
“I vouch for it with my name.” The influence of brand perception of family businesses on their credibility and the purchase intention of consumers
Companies that are family-owned consciously use their family background in marketing communications. Nevertheless, the cause-and-effect mechanisms in the processing of such communication have not yet been investigated. In a two-level between-subjects experiment, we examined the influence of brand origin (family vs. non-family business) on brand credibility and consumers' purchase intention. The results show that brands from family businesses are …
Everybody votes for Heimat: A study to examine the affective influence of feelings of Heimat on the persuasive impact of political advertising
Contemporary events are marked by profound social changes and the resulting insecurity among many people. Political appeals on an emotional level and beyond facts are therefore currently popular. The German construct of Heimat conveys feelings of safety and shelter like no other. It is therefore not surprising that the term is instrumentalized in political advertising across the entire party spectrum in Germany. In an empirical study, the influen…
Are product placements in music videos beneficial for the artists? The impact of artist–product fit on viewers' persuasion knowledge and perceived credibility of the artist
Although product placements in music videos are ubiquitous and a common form of advertising cooperation between companies and artists, few studies have addressed the topic, especially the artists' perceptions. This experimental online study examines the effects of fit between artist and product in music videos. Results show that good artist-product-fit reduces persuasion knowledge and increases perceived credibility of the artist as well as viewe…
Challenges to and Perspectives on Mainstream Music Radio Programs in Germany
Although radio still holds a high status among everyday media users in German society, there has been a clear downward trend in the usage of mainstream pop radios in recent years. In this essay, we highlight six central problems of current linear mainstream music radio and present possible solutions for creating more attractive and contemporary programs. In sum, we argue for greater inclusion of music editors’ creativity and experience, which is …
Greenfluencing Through the Power of Emotions? Impact of Message Frames and Emotionally Matching Background Music on the Effectiveness of Influencers' Environmental Communication
Social media influencers have become increasingly important in persuading people to become environmentally sensitive. As 'greenfluencers' have been studied primarily in the context of advertising, it is crucial to investigate the mechanisms and effects of their non-product-related environmental messages. In two studies, we tested different message frames, a well-known persuasion strategy, in the context of Instagram reels (short audiovisual video…
The History and Scope of Parasocial Research
This chapter provides an overview of the evolution of parasocial research. To begin, the origin of parasocial research in the 1950s is described, followed by milestones in the development of theoretical perspectives on parasocial experiences. In the next step, the growing interest in empirical research concerning parasocial experiences is explained. After explaining the development and milestones of parasocial research, the chapter takes a look a…
Wandel der Musikprogrammierung im Radio? Stand und Stellenwert der musikbezogenen Marktforschung bei deutschen Radiosendern 2021
Musik macht den Großteil von Radioprogrammen aus. Sie ist für viele Hörer:innen zentrales Motiv, das Radio überhaupt einzuschalten, aber zunehmend mehr Hörer:innen schalten das Radio gar nicht mehr ein und nutzen stattdessen diverse Online- und Streamingangebote. Klassische Radiosender, die ihr lineares Radioprogramm über UKW oder DAB+ verbreiten, müssen sich verstärkt darum bemühen, auf dem Markt der Musikangebote zu bestehen und Hörer:innengrup…
The Impact of Familiarity with a Communicator on the Persuasive Effectiveness of Pandemic-Related Fear Appeals Explained Through Parasocial Relationships
Parasocial relationships can improve the effectiveness of persuasive messages such as advertising. However, little is known about the role of parasocial relationships in the processing of fear appeals—a communication strategy that, despite its popularity, often evokes unwanted responses such as reactance. Perceived self-efficacy is one key variable that determines whether a fear appeal improves attitudes/behavior or has unwanted boomerang effects…
Feels like Coming Home: Effects of Heimat Associations in Television Programs on Social Identity, Sense of Heimat, and Eudaimonic Entertainment Experience
Television programs with an emphasis on regional and familiar aspects related to individuals' cultural social identity can evoke Heimat associations and convey a sense of Heimat. Following a preliminary study (N = 100) to develop an instrument to measure the sense of Heimat, a first experiment (N = 169) found significant effects of Heimat associations in a television program on television viewers' Heimatrelated social identity and, in turn, their…
The influence of different levels of musical fit on the efficiency of audio-visual advertising
Music acts as a prominent element of advertising, but its simple presence does not automatically improve the effects of advertising. The concept of musical fit was developed more than 25 years ago to address the question of how music can be used effectively in advertising. However, existing empirical research on this concept has yielded inconsistent results. Recently, we developed an instrument to determine musical fit systematically in audio-vis…
Intimacy despite distance: The dark triad and romantic parasocial interactions
Individuals who score high on the dark triad of socially aversive traits-narcissism, psychopathy, and Machiavellianism-are prone to engage in short-term, non-committal romantic encounters. However, little is known about the transferability of this behavior to these individuals' intimate interactions with media characters (i.e., romantic parasocial interactions). To close this research gap, we conducted a two-level-between-subjects experiment with…
Bridging psychological distance: The impact of immersive media on distant and proximal environmental issues
The growing psychological distance from environmental issues is often used to explain the lack of pro-environmental attitudes and behaviors in today's society. According to construal level theory, individuals might perceive distant issues as more abstract and personally non-relevant, compared with issues they experience directly. Consequently, this experimental study (N = 112) analyzes whether immersive media, such as omnidirectional 360° videos,…
Effects of prosocial lyrics and musical production elements on emotions, thoughts and behavior
Popular music with prosocial lyrics affects listeners’ thoughts, emotions and behavior, yet little is known about the role played by the actual music in this process. This study focused on the interaction between the prosocial lyrics and the musical production elements, examining whether certain versions of a song can enhance the effect of prosocial lyrics on thoughts, emotions and behavior. Based on the general learning model and the reciprocal-…
Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers
With the rise of social media, social media influencers (SMIs) have steadily gained importance as brand endorsers by establishing strong parasocial relationships (PSRs) with their followers. These PSRs, however, have been neglected in previous experimental studies on SMIs because they used non-followers as their study participants. This paper, therefore, analyzes the impact of SMIs on their respective followers and reports the results of two expe…
Development and testing of an instrument to determine Musical Fit in audio–visual advertising
Over the past three decades, several studies have explored the concept of Musical Fit in audio–visual advertising. However, a central problem is the inconsistency of the results derived from these studies. The current level of knowledge does not make it possible to safely predict whether and how Musical Fit influences recipients’ attention, brand and product recall, and positive attitudes toward commercials, including purchase intentions. One ori…
Musikcastingshows: Wesen, Nutzung und Wirkung eines populären Fernsehformats
Medien und Musik
Musikcastingshows: Wesen, Nutzung und Wirkung eines populären Fernsehformats
Alternative music playlists on the radio: Flow experience and appraisal during the reception of music radio programs
It is of fundamental importance for radio broadcasting companies that their listeners do not turn off the radio or switch to another station. Audiences continue listening if they like the program – especially the music. This positive appraisal can be explained by the concept of flow (Csikszentmihalyi, 1975), which illustrates how the right balance between the challenge of completing a task and the skill of the individual can lead to a particularl…
Friends in books: The influence of character attributes and the reading experience on parasocial relationships and romances
Medienpsychologie: Schlüsselbegriffe und Konzepte
In diesem Lehrbuch und Nachschlagewerk werden 61 zentrale Konzepte der Medienpsychologie in kurzen Texten vorgestellt, die das aktuelle Wissen zu spezifischen Annahmen und Theorien bündeln. In der Neuauflage werden vor allem aktuelle Konzepte aus dem Bereich der Social Media integriert. Die einzelnen Kapitel sind nach einem einheitlichen Schema gestaltet und enthalten eine kurze Darstellung des jeweiligen Konzepts, eine detaillierte Erläuterung d…
The Spatial Presence Experience Scale (SPES): A Short Self-Report Measure for Diverse Media Settings
The study of spatial presence is currently receiving increased attention in both media psychology and communication research. The present paper introduces the Spatial Presence Experience Scale (SPES), a short eight-item self-report measure. The SPES is derived from a process model of spatial presence ( Wirth et al., 2007 , Media Psychology, 9, 493–525), and assesses spatial presence as a two-dimensional construct that comprises a user’s self-loca…
Beyond Pleasure: Exploring the Eudaimonic Entertainment Experience
We examine the notion of eudaimonic entertainment during exposure to a sad but meaningful movie, using a new measure consisting of 5 dimensions derived from research on positive psychology. We, thereby, transfer the conception of eudaimonic well-being to the conception of entertainment. Results of a confirmatory factor analysis show that the 5 dimensions can be further condensed into 2 second-order factors. We applied these new measures in a stud…
Friends in books: The influence of character attributes and the reading experience on parasocial relationships and romances
Mood Effects of Televised Sports Events: The Impact of Fifa World Cups on Viewers’ Mood and Judgments
Television viewers attend to sports programs primarily to gain emotional rewards. As not only wins but also defeats are inherently rooted in sport competitions, television viewers can be positively as well as negatively affected in their feelings when watching sports on television. Interestingly, some studies were able to show that the feelings evoked by watching sport television also influence viewers’ judgments, following feeling-as-information…
Intimacy despite distance: The dark triad and romantic parasocial interactions
Individuals who score high on the dark triad of socially aversive traits-narcissism, psychopathy, and Machiavellianism-are prone to engage in short-term, non-committal romantic encounters. However, little is known about the transferability of this behavior to these individuals' intimate interactions with media characters (i.e., romantic parasocial interactions). To close this research gap, we conducted a two-level-between-subjects experiment with…
Medienrezeptionsforschung
Dieses Lehrbuch bietet einen kompakten und theoretisch fundierten Einstieg in die wichtigsten Ansätze der kommunikationswissenschaftlichen Rezeptionsforschung. Im Mittelpunkt steht das Individuum, das sich einem Medium zuwendet und es nutzt – die dabei ablaufenden kognitiven, emotionalen und verhaltensbezogenen Aspekte werden systematisiert und anhand von Beispielen dargestellt. Der Rezeptionsprozess wird umfassend beleuchtet – von der Mediensele…
Exploring the paradox of sad-film enjoyment: The role of multiple appraisals and meta-appraisals
Greenfluencing Through the Power of Emotions? Impact of Message Frames and Emotionally Matching Background Music on the Effectiveness of Influencers' Environmental Communication
Social media influencers have become increasingly important in persuading people to become environmentally sensitive. As 'greenfluencers' have been studied primarily in the context of advertising, it is crucial to investigate the mechanisms and effects of their non-product-related environmental messages. In two studies, we tested different message frames, a well-known persuasion strategy, in the context of Instagram reels (short audiovisual video…
A Process Model of the Formation of Spatial Presence Experiences
In order to bridge interdisciplinary differences in Presence research and to establish connections between Presence and “older” concepts of psychology and communication, a theoretical model of the formation of Spatial Presence is proposed. It is applicable to the exposure to different media and intended to unify the existing efforts to develop a theory of Presence. The model includes assumptions about attention allocation, mental models, and invo…
Musik im Radio
Dieses Buch behandelt die marktstrategische Konzeption von Musikformaten im Radio. Es stellt gleichermaßen einen wissenschaftlichen Einblick in die Materie als auch ein praxisnahes Nachschlagewerk für Musikredakteure und Programmverantwortliche beim Radio dar. Die einschlägigen Autorinnen und Autoren wurden aus der Wissenschaft und der Radiopraxis gewonnen und gewährleisten die Verzahnung von Theorie und Praxis. Das Buch führt Erkenntnisse aus de…
The PSI-Process Scales. A new measure to assess the intensity and breadth of parasocial processes
Research on parasocial interactions (PSI) and parasocial relationships (PSR) refers back to a tradition of 50 years. However, research on both phenomena still suffers from overlapping definitions and resulting measurements that do not distinguish between PSI and PSR. The present study presents a post-exposure measurement tool (the PSI-Process Scales) that aims to measure PSI instead of PSR. It is derived from a theoretical model that specifically…
Musik im Radio: Rahmenbedingungen, Konzeption, Gestaltung (Musik und Medien) (German Edition)
Musik Im Radio: Rahmenbedingungen, Konzeption, Gestaltung
Musikbasierte Radioformate
Aufgrund der zunehmenden Konkurrenz durch das Fernsehen und der Entwicklung immer elaborierterer Methoden in der Hörerforschung differenzierten sich die Radioformate Mitte der 50er Jahre in den USA immer weiter aus (MacFarland, 1997). Als wichtiges formatbestimmendes Element zählte dabei immer mehr die Musik79, und mit der steigenden Diversifikation der Musikstile wurden gegen Anfang der 60er Jahre auch die Musikformate der Radiostationen immer v…
Musikcastingshows
Musikcastingshows entwickelten sich seit Mitte der 1990er-Jahre, u.a. im Zuge der zunehmenden Nachfrage nach Reality-TV-Formaten (vgl. Pendzich 2005), und zählen zu den erfolgreichsten Fernsehformaten der vergangenen zehn Jahre. Die beiden „tonangebenden“ Vertreter dieses Formats in Deutschland, Popstars und Deutschland sucht den Superstar (DSDS), werden zur besten Sendezeit in der Prime Time ausgestrahlt, erreichen regelmäßig Einschaltquoten von…
Exploring the paradox of sad-film enjoyment: The role of multiple appraisals and meta-appraisals
Beyond Pleasure: Exploring the Eudaimonic Entertainment Experience
We examine the notion of eudaimonic entertainment during exposure to a sad but meaningful movie, using a new measure consisting of 5 dimensions derived from research on positive psychology. We, thereby, transfer the conception of eudaimonic well-being to the conception of entertainment. Results of a confirmatory factor analysis show that the 5 dimensions can be further condensed into 2 second-order factors. We applied these new measures in a stud…
Mood Effects of Televised Sports Events: The Impact of Fifa World Cups on Viewers’ Mood and Judgments
Television viewers attend to sports programs primarily to gain emotional rewards. As not only wins but also defeats are inherently rooted in sport competitions, television viewers can be positively as well as negatively affected in their feelings when watching sports on television. Interestingly, some studies were able to show that the feelings evoked by watching sport television also influence viewers’ judgments, following feeling-as-information…
A Man's World? – Die Rezeption der Fußballeuropameisterschaft 2012 im Fernsehen: Intensität und Entwicklung der Rezeptionsmotive von Frauen und Männern im Turnierverlauf/ A Man's World? – Watching the…
Obwohl sich Männer im Allgemeinen stärker für Fußball interessieren als Frauen, verfolgen Frauen die Spiele bei Fußballgroßereignissen wie Welt- oder Europameisterschaften mittlerweile genauso begeistert wie Männer. Was aber sind die Gründe für die Fußballrezeption bei Frauen und Männern? Diese explorative Studie untersucht die Intensität und den Verlauf von Rezeptionsmotiven während der Fußballeuropameisterschaft 2012 anhand von 904 Teilnehmerin…
Medienrezeptionsforschung
Dieses Lehrbuch bietet einen kompakten und theoretisch fundierten Einstieg in die wichtigsten Ansätze der kommunikationswissenschaftlichen Rezeptionsforschung. Im Mittelpunkt steht das Individuum, das sich einem Medium zuwendet und es nutzt – die dabei ablaufenden kognitiven, emotionalen und verhaltensbezogenen Aspekte werden systematisiert und anhand von Beispielen dargestellt. Der Rezeptionsprozess wird umfassend beleuchtet – von der Mediensele…
Medienpsychologie: Schlüsselbegriffe und Konzepte
In diesem Lehrbuch und Nachschlagewerk werden 61 zentrale Konzepte der Medienpsychologie in kurzen Texten vorgestellt, die das aktuelle Wissen zu spezifischen Annahmen und Theorien bündeln. In der Neuauflage werden vor allem aktuelle Konzepte aus dem Bereich der Social Media integriert. Die einzelnen Kapitel sind nach einem einheitlichen Schema gestaltet und enthalten eine kurze Darstellung des jeweiligen Konzepts, eine detaillierte Erläuterung d…
The Spatial Presence Experience Scale (SPES): A Short Self-Report Measure for Diverse Media Settings
The study of spatial presence is currently receiving increased attention in both media psychology and communication research. The present paper introduces the Spatial Presence Experience Scale (SPES), a short eight-item self-report measure. The SPES is derived from a process model of spatial presence ( Wirth et al., 2007 , Media Psychology, 9, 493–525), and assesses spatial presence as a two-dimensional construct that comprises a user’s self-loca…
Medien und Musik
Musikcastingshows: Wesen, Nutzung und Wirkung eines populären Fernsehformats
Medien und Musik
Musikcastingshows: Wesen, Nutzung und Wirkung eines populären Fernsehformats
Alternative music playlists on the radio: Flow experience and appraisal during the reception of music radio programs
It is of fundamental importance for radio broadcasting companies that their listeners do not turn off the radio or switch to another station. Audiences continue listening if they like the program – especially the music. This positive appraisal can be explained by the concept of flow (Csikszentmihalyi, 1975), which illustrates how the right balance between the challenge of completing a task and the skill of the individual can lead to a particularl…
Friends in books: The influence of character attributes and the reading experience on parasocial relationships and romances
Development and testing of an instrument to determine Musical Fit in audio–visual advertising
Over the past three decades, several studies have explored the concept of Musical Fit in audio–visual advertising. However, a central problem is the inconsistency of the results derived from these studies. The current level of knowledge does not make it possible to safely predict whether and how Musical Fit influences recipients’ attention, brand and product recall, and positive attitudes toward commercials, including purchase intentions. One ori…
Bridging psychological distance: The impact of immersive media on distant and proximal environmental issues
The growing psychological distance from environmental issues is often used to explain the lack of pro-environmental attitudes and behaviors in today's society. According to construal level theory, individuals might perceive distant issues as more abstract and personally non-relevant, compared with issues they experience directly. Consequently, this experimental study (N = 112) analyzes whether immersive media, such as omnidirectional 360° videos,…
Effects of prosocial lyrics and musical production elements on emotions, thoughts and behavior
Popular music with prosocial lyrics affects listeners’ thoughts, emotions and behavior, yet little is known about the role played by the actual music in this process. This study focused on the interaction between the prosocial lyrics and the musical production elements, examining whether certain versions of a song can enhance the effect of prosocial lyrics on thoughts, emotions and behavior. Based on the general learning model and the reciprocal-…
Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining influencers’ persuasive effects on their followers
With the rise of social media, social media influencers (SMIs) have steadily gained importance as brand endorsers by establishing strong parasocial relationships (PSRs) with their followers. These PSRs, however, have been neglected in previous experimental studies on SMIs because they used non-followers as their study participants. This paper, therefore, analyzes the impact of SMIs on their respective followers and reports the results of two expe…
Feels like Coming Home: Effects of Heimat Associations in Television Programs on Social Identity, Sense of Heimat, and Eudaimonic Entertainment Experience
Television programs with an emphasis on regional and familiar aspects related to individuals' cultural social identity can evoke Heimat associations and convey a sense of Heimat. Following a preliminary study (N = 100) to develop an instrument to measure the sense of Heimat, a first experiment (N = 169) found significant effects of Heimat associations in a television program on television viewers' Heimatrelated social identity and, in turn, their…
Psychology (22 works) · Media Influence and Health (18 works) · Social Psychology (16 works) · Art (13 works) · Computer Science (12 works) · Media Studies and Communication (11 works) · Political science (11 works) · Media, Gender, and Advertising (8 works) · Advertising (7 works) · Business (5 works)