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Media Equation in TV Shows

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Media Equation in TV Shows Media Equation in TV Shows “How television shows portray human-media interaction.” for Dr. Cindy Peterson in partial fulfillment of requirements for Comm 4901: Communication Research: Thesis April 4, 2014 MidAmerica Nazarene University ABSTRACT This paper examined Media Equation theory, which states, “media equal real life” (Reeves & Nass, 1996, p.5). People often become attached to their media and treat it as they would a real human being. This study attempted to discover if characters in recent television support this theory. The study looked at four television shows that have aired in the last ten years: The Big Bang Theory, Numb3rs, Scrubs and Phineas and Ferb. Each show was analyzed for media interaction. Results show that characters in television illustrate Media Equation when interacting with media in a personal interaction, but do not support the theory in a professional interaction. ACKNOWLEDGMENTS Thank you to Dr. Mark Hamilton for his advising throughout my undergraduate career; Dr. Cindy Peterson for her assistance with this paper and all of its components; Dr. Mark Hayse for his guidance on how to conduct research; and Sarah Schmalzried for encouraging me as I worked on this study and for editing out my errors. i TABLE OF CONTENTS ABSTRACT ..................................................................................................................................... i CHAPTER I - INTRODUCTION .................................................................................................. 1 Background of the Theory ................................................................................................................................................ 1 Research Question ................................................................................................................................................................ 2 Experimental Hypothesis .................................................................................................................................................. 2 Justification .............................................................................................................................................................................. 2 Terms ......................................................................................................................................................................................... 3 CHAPTER II – REVIEW OF THE LITERATURE ....................................................................... 4 Background of the Theory ................................................................................................................................................ 4 CHAPTER III - METHODOLOGY ............................................................................................. 12 Experimental Setting & Description .......................................................................................................................... 12 Subjects .................................................................................................................................................................................. 12 Characteristics of Subjects ............................................................................................................................................. 13 Experimental Variables ................................................................................................................................................... 14 Timing ..................................................................................................................................................................................... 14 Procedures ............................................................................................................................................................................ 14 Limitations ............................................................................................................................................................................ 15 CHAPTER IV - RESULTS AND DISCUSSION ........................................................................ 16 Results (Hypothesis and Data Tables) ...................................................................................................................... 16 Contaminants ....................................................................................................................................................................... 18 Conclusions ........................................................................................................................................................................... 18 Recommendations for Future Studies ...................................................................................................................... 19 APPENDIX A ............................................................................................................................... 22 APPENDIX B ............................................................................................................................... 32 REFERENCES ............................................................................................................................. 35 ii CHAPTER I - INTRODUCTION Background of the Theory Everyday, people interact with some form of electronic media: computer, phone, television, radio, GPS or any other electronic device. As more devices are released, the prevalence of the digital or electronic media increases. As time has gone by, patterns of how people interact with their electronic media have emerged. Byron Reeves and Clifford Nass introduced a Theory of Media Equation that posits, “media equal real life” (1996, p. 5). Their research showed that many people communicate with electronic media as if it were a real human being. Through a series of experiments, they found that people assign a gender to media, find attraction to and from media, act polite toward media, and follow many other social rules when dealing with their media. The assignment of gender often comes from the voices that the media use to communicate with users. Car manufacturers in Germany learned that giving a GPS a female voice gave users the belief that the GPS was a female. When German users believed that they were receiving directions from a woman, they were not happy and quickly began complaining that they would not take directions from a woman (Flatow, n.d.). Even though the GPS would give the same directions whether it was in a female voice or a male voice, the users believed that it was a female and that made the directions less credible to them. Apple has learned a similar lesson with iPhone’s Siri. When originally released, Siri had a female voice allowing users to ask any question they wanted. Siri would then search the Internet and find the answer within seconds. With the release of iOS 7, Apple introduced a male voice of Siri, saying that it would increase credibility for some users to hear the answers from a male (International Business, 2013). 1 Reeves and Nass (1996) prove many that more social principles, such as interpersonal distance, arousal, image size and flattery, are true with the Media Equation, thus showing that “media equal real life” (p. 5). The theory only becomes more and more prevalent as the amount of media in the world increases. Media equation is something that can be seen everywhere. It takes the form of very subtle ideas users have about their media, even if they do not realize it, and it spans all the way to much more noticeable expressions towards media. A blatant example is the recent movie Her; the premise of the movie is that the main character, a human, begins to fall in love with his computer (Annapurna Pictures, 2014). Many questions arise with the ever-growing evidence of the Media Equation in the world. Although research in this area continues, there is little about the presence of the Media Equation in television series. Research Question This paper will seek to answer the following question: RQ: In relation to The Media Equation, do fictional characters in present-day television shows treat electronic media as if it were a human being? Experimental Hypothesis This research hypothesis is proposed in response to the question: H: Characters in television shows aired in the past 10 years will treat electronic devices as if they are human. Justification This experiment is important because it will show whether Media Equation is significant enough in real life that a writer will put it into a television show. If a writer puts Media Equation into scripts for television shows, this means it is likely that he or she has seen Media Equation in everyday life and wants to portray it in their shows. This can also have an effect on audience 2 members. Television viewers may see the characters treating media in ways that are true to the Media Equation and either begin treating media the same way in their own lives or they may see it as absurd and intentionally not treat media in accordance with the Media Equation. Terms The following terms will be used throughout this study as a guide for research: 1. Electronic media – Any electronic device that allows users to gain information through the use of a screen. Examples include TV’s, computers, cellphones, watches, etc. 2. Human-media interaction – Any use of electronic media for any reason. Simply picking up a cell-phone or typing on a computer will count for this experiment.
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