Is Seeing Believing? Hallmark Movie Viewership and Relationship Beliefs

Bibliographic Data

ID13677181
AuthorsJasmine W Rios (University of Mississippi), C Veronica Smith (0000-0002-9123-0244, University of Mississippi, corresponding author), Taylor Locke (University of Mississippi), Taylor N Locke (University of Mississippi)
Year2024
Volume129
Issue2
Pages1352-1372
Publication date2024-05-27
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenuePsychological Reports (JOURNAL)
Journal identifiersISSN: 0033-2941 • E-ISSN: 1558-691X
PublisherSAGE Publishing (PUBLISHER • US)
DOI10.1177/00332941241256630
PMID38801307
OpenAlexW4399044102
LanguageEN
Citations received1
References cited36

The Hallmark Channel, a highly watched cable network, is known for its consistently idealistic portrayals of romantic relationships. Despite its popularity, no research has examined whether increased viewership of Hallmark movies covaries with endorsement of relationship beliefs. According to cultivation theory, what we watch impacts our beliefs and perceptions of reality. Additionally, the Differential Susceptibility to Media Effects Model (DSMM) proposes that certain variables, such as developmental (i.e., age, relationship length) and dispositional factors (e.g., attachment style, gender), may make certain viewers more or less susceptible to the effects of media viewership. Based on this grounding, the main purpose of this study was to determine if watching more Hallmark movies is associated with endorsing certain beliefs about romantic relationships and opposite-sex friendships when controlling for several susceptibility factors. A nationwide sample of heterosexual, married participants ( N = 279) completed measures of Romantic Beliefs, Implicit Theories of Relationships, and beliefs about opposite-sex friendships and reported on their media consumption. More frequent Hallmark movie viewership was associated with increased endorsement of several relationship beliefs, above and beyond susceptibility factors (e.g., attachment, relationship length) and daily television consumption. Specifically, greater Hallmark movie viewership was positively associated with greater endorsement of multiple unrealistic relationship beliefs, destiny beliefs, and believing that opposite-sex friendships are problematic. The findings of the current study provide further support for cultivation theory and DSMM

Advertising · Audience measurement · Consumption (sociology · Destiny (ISS module · Developmental psychology · Popularity · Romance · Attachment and Relationship Dynamics · Media Influence and Health · Media, Gender, and Advertising · Psychology · Social Psychology

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