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The Netflix Effect: Examining the Influence of Contemporary Georgia State University ScholarWorks @ Georgia State University Political Science Dissertations Department of Political Science 5-4-2021 The Netflix ffE ect: Examining the Influence of Contemporary Entertainment Media Consumption Patterns on Political Attitudes and Social Perceptions Alexandra Pauley Follow this and additional works at: https://scholarworks.gsu.edu/political_science_diss Recommended Citation Pauley, Alexandra, "The Netflix ffE ect: Examining the Influence of Contemporary Entertainment Media Consumption Patterns on Political Attitudes and Social Perceptions." Dissertation, Georgia State University, 2021. https://scholarworks.gsu.edu/political_science_diss/65 This Dissertation is brought to you for free and open access by the Department of Political Science at ScholarWorks @ Georgia State University. It has been accepted for inclusion in Political Science Dissertations by an authorized administrator of ScholarWorks @ Georgia State University. For more information, please contact [email protected]. THE NETFLIX EFFECT EXAMINING THE INFLUENCE OF CONTEMPORARY ENTERTAINMENT MEDIA CONSUMPTION PATTERNS ON POLITICAL ATTITUDES AND SOCIAL PERCEPTIONS by ALEXANDRA C. PAULEY Under the Direction of Lakeyta Bonnette-Bailey, PhD ABSTRACT In the past two decades, media consumption has changed not only in terms of breadth and amount, but also in terms of availability and accessibility. Shows that once could only be viewed at their scheduled time on their scheduled network may now be streamed across several platforms at almost any time. Further, audiences have begun to connect with characters beyond the shows and films they inhabit, building websites, following related social media pages, recording podcasts and more to continue and expand these parasocial relationships. The social scientific community has only begun to scratch the surface of how these changes affect audience members and society at large—particularly regarding the political impact of entertainment media. Through focus groups, a survey experiment, media content analysis, and a laboratory experiment, I explore the impact of entertainment television media on political attitudes and social perceptions within the context of contemporary media consumption patterns. In particular, I examine the efficacy of narrative persuasion and mediated intergroup contact within the context of single exposure, accumulated exposure to outgroup members, and binge watching. I find that mediated intergroup contact appears to have a much stronger impact on audience members than narrative persuasion, regardless of exposure amount. I also find that binge watching episodic shows—watching multiple episodes back-to-back in one sitting—leads to different media effects on political attitudes and social perceptions in viewers than watching the same episodes in the traditional weekly format. Overall, my findings suggest that contemporary consumption patterns of entertainment media render it less influential in terms of narrative persuasion of political attitudes, but the regular consumption of entertainment media may still have lasting effects from mediated intergroup contact regardless of whether the contact is positive or negative. INDEX WORDS: Attitude change, Entertainment media effects, Media effects, Mediated intergroup contact, Narrative persuasion, News media effects THE NETFLIX EFFECT EXAMINING THE INFLUENCE OF CONTEMPORARY ENTERTAINMENT MEDIA CONSUMPTION PATTERNS ON POLITICAL ATTITUDES AND SOCIAL PERCEPTIONS by ALEXANDRA C. PAULEY A Dissertation Submitted in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy in the College of Arts and Sciences Georgia State University 2021 Copyright by Alexandra Carter Pauley 2021 THE NETFLIX EFFECT EXAMINING THE INFUENCE OF CONTEMPORARY ENTERTAINMENT MEDIA CONSUMPTION PATTERNS ON POLITICAL ATTITUDES AND SOCIAL PERCEPTIONS by ALEXANDRA C. PAULEY Committee Chair: Lakeyta Bonnette-Bailey Committee: Sarah Gershon Judd Thornton Anthony Lemieux Electronic Version Approved: Office of Graduate Services College of Arts and Sciences Georgia State University May 2021 iv DEDICATION I dedicate this dissertation to the incredible support system that kept me going through the long, arduous process of earning my Ph.D. To my mother and father, to my stepmother and stepfather, to my grandparents, and to my family and friends who supported me. Thank you for your patience, your encouragement, and your support. I truly could not have made it without you all. I am especially grateful to my colleagues and peers who served as sounding boards, tension relievers, shoulders to cry on, and fellows-in-arms—thank you Adnan Rasool, Ivanka Bergova, Rebekah Dowd, Tahmina Rahman, Bailey Fairbanks, and Greg Hodgin. v ACKNOWLEDGEMENTS This dissertation would not have been possible without the support and wisdom of my committee members: Drs. Lakeyta Bonnette-Bailey, Anthony Lemieux, Sarah Gershon, and Judd Thornton. As my dissertation chair, Lakeyta knew the right balance of push and give. She served as mentor, advisor, and colleague through seven years of development and execution. Always keeping my project and future in mind, Lakeyta tirelessly gave her time, wisdom, and energy while she pushed me toward excellence. She was the advocate I needed, and that we all deserve, while working to earn one of life’s most difficult and rewarding achievements. Tony, Sarah, and Judd were ever-helpful in offering their support and expertise, guiding this project forward and upward. When I felt stuck, frustrated, or confused, there were always four minds ready to help. For this, I am ever grateful. I would also like to acknowledge the Department of Political Science, as well as Drs. Carrie Manning, Michael Herb, and Amy Steigerwalt, who served as department chairs, and Drs. Ryan Carlin, Sarah Gershon, and Amy Steigerwalt, who served as graduate directors during my time at Georgia State University. These professors did their utmost to guide the graduate students under their care toward great scholarship. I would also like to thank Drs. Michael Evans, Charles Hankla, Michael Fix, Andrew Wedeman, and Toby Bolsen, each of whom took additional time and effort at some point during my time in the department to teach and guide me. Your lessons are remembered. Finally, I would like to acknowledge and thank Adrien Halliez for his assistance and exceptional work with substantive audiovisual content analysis and coding. vi TABLE OF CONTENTS ACKNOWLEDGEMENTS ........................................................................................................ V LIST OF TABLES ...................................................................................................................... XI LIST OF FIGURES ................................................................................................................. XIII 1 INTRODUCTION............................................................................................................. 1 1.1 Why Dramatic Entertainment Media? ...................................................................... 3 1.2 Mediated Intergroup Contact ..................................................................................... 5 1.3 Contemporary Consumption Patterns ....................................................................... 5 1.4 Dissertation Layout ...................................................................................................... 7 2 REVIEWING THE INTERDISCIPLINARY LITERATURE .................................... 9 2.1 Why Does Media Matter? ......................................................................................... 10 2.2 Dramatic Media Effects ............................................................................................. 13 2.2.1 News Media Effects ................................................................................................ 13 2.2.2 Moving Beyond Traditional News Media .............................................................. 19 2.2.3 Entertainment Media Effects ................................................................................. 20 2.2.4 Dramatic Media Effects: TV and Film .................................................................. 24 2.3 Attitude Change ......................................................................................................... 25 2.3.1 Attitude Formation ................................................................................................. 27 2.3.2 Attitude Change ...................................................................................................... 28 2.4 Narrative Persuasion ................................................................................................. 31 vii 2.5 Mediated Intergroup Contact ................................................................................... 35 2.5.1 Building on Contact Theory ................................................................................... 35 2.5.2 Facilitating Mediated Intergroup Contact ............................................................ 36 2.6 Benefits to Political Science Research ...................................................................... 41 3 UNDERSTANDING THE IMPACT OF CONTEMPORARY ENTERTAINMENT MEDIA CONSUMPTION PATTERS ON SOCIAL AND POLITICAL ATTITUDES ................................................................................................................... 45 3.1 Mediated Interparty Contact ...................................................................................
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