Drench effects of media portrayal of fatal virus disease on health locus of control beliefs.
Drawing on the notion of the drench hypothesis proposed by Greenberg (1988), the author proposes a preliminary theoretical framework to explain "drenching" effects of dramatic media. Three drench variables-perceived realism, role identification, and media involvement-were identified and tested regarding their role in mediating the impact of virus disease portrayals on health locus-of-control belief orientations. Participants in the experimental condition watched the movie Outbreak (a portrayal of an outbreak of a deadly virus disease). Perceived realism, role identification, and media involvement were measured concerning the movie depiction of the virus disease. The findings indicate that the dramatized portrayal significantly weakened the viewers' beliefs in self-controllability over health and strengthened their beliefs in chance outcomes of health. Beliefs in provider control over health were affected by the viewers' perception of realism regarding the movie portrayals. Effects of role identification were different between male and female viewers. The results are discussed in relation to drench analysis as a theoretical approach to media effects.
Bahk
C M
CM
Department of Communication, University of Cincinnati, OH 45221-0184, USA. bahkcm@uc.edu
D001294:Attitude to Health; D004196:Disease Outbreaks; D004324:Drama; D005260:Female; D006801:Humans; D007389:Internal-External Control; D008297:Male; D008402:Mass Media; D010465:Perception; D020377:Self Efficacy; D012933:Social Identification; D014481:United States; D014777:Virus Diseases / Q000401:mortality / Q000523:psychology*