Genres provide an effective way for viewers to categorize, select, and evaluate entertainment television (TV) programs (Bilandzic & Rossler, 2004; Hawkins et al., 2001). People tend to know, for example, whether they will enjoy a medical drama or animated comedy based on their prior experience watching shows of that genre. Despite growing interest in entertainment media as a vehicle for persuasion, minimal research has considered how genre may influence receptivity to and acceptance of persuasive appeals in fictional TV programming (J. Cohen & Weimann, 2000; Grabe & Drew, 2007). Even less work has offered theoretical explanations for why genre may impact the persuasion process. Across three studies, this dissertation, guided by expectancy-violations theory (Burgoon, 1993, 2015), offers a thorough investigation into how audiences consider fictional TV genres and whether those expectations influence the success of subsequent persuasive attempts.In Study 1, qualitative interviews were conducted to gauge how viewers feel about using fictional TV shows for persuasion and whether genre is an influential factor in their assessments. The results provided preliminary evidence that viewers hold strong expectations for the likelihood and appropriateness of persuasive appeals in certain genres. In Study 2, persuasion-relevant expectations, including content credibility, learning potential, and likelihood of distributing an educational message, were tested for ten fictional TV genres (animated comedy, animated drama, comedy, crime comedy, crime drama, general drama, historical drama, medical comedy, medical drama, science-fiction/fantasy). Results of the online survey provided strong statistical support that viewers consider the content of TV genres differently and that these expectations influence hypothetical acceptance of an educational appeal. Lastly, Study 3 offered an experimental manipulation of genre (historical fiction vs. science- fiction/fantasy) to test whether genre expectation violations and message resistance explain the success of entertainment media in facilitating persuasion. Although the hypotheses were not supported in Study 3, post-hoc analyses found genre to influence participants' perceived persuasive intent, which in turn, influenced attitudes, descriptive norms, and behavioral intention toward daily stretching. The cumulative results of this dissertation stress the importance of genre study in the entertainment media persuasion scholarship and offer several avenues for future research.
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