The Impact on TV Charity Acts on Mass Audienceстатья
Информация о цитировании статьи получена из
Web of Science
Статья опубликована в журнале из списка Web of Science и/или Scopus
Дата последнего поиска статьи во внешних источниках: 8 сентября 2021 г.
Аннотация:The vast majority of researchers considers TV’s psychological impact on mass audience to becompletely negative effect. In this article we tried to find positive aspects of such impact by theexample of TV charity acts. For this purpose the method of focus-group was used, in which theaudience were shown different video fragments of TV charity action. More than that theiremotional empathy level was measured in order to find out emotional impact of charity plots.As the result, connection between emotional empathy level and reaction on definite elements ofcharity acts was discovered. The responders with a low emotional empathy level preferred theplots, based on facts, concrete methods of solving problem. For a high empathy level – moreemotionally colored stories with a strong audial effects were preferable.The article confirmed the hypothesis that concrete plot’s elements influence emotionalviewers’ state and make them take part in a charity act. Such decision is based on the plot, attitudeto the main characters. It appeared that the way of accounting the money had a great importance.And it is different in actions of 1st and 5th Channels and attracts different target audience. Thus thearticle proves that it’s necessary to study positive aspects of television impact on mass audienceand to work out the mechanisms, which can improve and develop the content of this sort on nativetelevision.