The Dual Role of Morally Ambiguous Characters

Examining the Effect of Morality Salience on Narrative Responses

Bibliographic Data

ID7296000
AuthorsK Maja Krakowiak (0000-0001-9409-4340, Department of Communication; University of Colorado, Colorado Springs; CO 80918 USA), Mina Tsay‐vogel (Boston University), Mina Tsay-Vogel (Department of Mass Communication, Advertising and Public Relations; Boston University; MA 02215 USA)
Year2014
Volume41
Issue3
Pages390-411
Publication date2014-11-10
Peer ReviewedYes
Open AccessYes
TypeARTICLE
VenueHuman Communication Research (JOURNAL)
Journal identifiersISSN: 0360-3989 • E-ISSN: 1468-2958
PublisherWiley (PUBLISHER • GB)
DOI10.1111/hcre.12050
OpenAlexW1734770024
LanguageEN
Citations received18
References cited43

Using social comparison theory as a framework, 2 experiments examined the effects of a person's self-perception on responses to characters who display varying levels of morality. Study 1 found that individuals whose vices were made salient felt more positive affect and enjoyment after reading a narrative featuring a morally ambiguous character (MAC) than one featuring a bad character. Study 2 found that individuals whose virtues were made salient felt more positive affect and enjoyment after reading a narrative featuring a good character than one featuring a MAC. Findings thus indicate that morality salience is an important factor determining responses to different character types. Avenues for future research and theoretical implications of the dual role of MACs are discussed

Affect (linguistics · Character (mathematics · Cognitive psychology · Epistemology · Linguistics · Moral character · Morality · Narrative · Perception · Reading (process · Salience (neuroscience · Salient · Communication · Media Influence and Health · Media, Gender, and Advertising · Philosophy · Psychology · Social and Intergroup Psychology · Social Psychology

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