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The study explored the role of second-screen use and binge-watching in moderating entertainment education (EE) effects. A pretest/posttest experiment of 273 viewers of East Los High measured the effects of… Click to show full abstract
The study explored the role of second-screen use and binge-watching in moderating entertainment education (EE) effects. A pretest/posttest experiment of 273 viewers of East Los High measured the effects of exposure to three subplots, concerning alcohol abuse, abortion, and immigration. The effect of identification with characters on change in attitudes was significantly moderated by second-screen use and binge-watching. In particular, second-screening tended to enhance the positive impact of identification; whereas, among respondents who binge-watched the show, the effects of identification were weaker.
Journal Title: Communication Research Reports
Year Published: 2018
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