Date of Award
8-23-2024
Degree Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Mass Communications
Advisor(s)
Carol Liebler
Keywords
intergroup relations;media entertainment;mediated outgroup social awareness;social inequalities;uses and gratifications
Subject Categories
Communication | Social and Behavioral Sciences
Abstract
This dissertation introduces mediated outgroup social awareness (MOSA) into uses and gratifications (U&G) theory, identifying it as a significant gratification that spans various media formats. Through a quantitative online survey, the research demonstrates that individuals use entertainment media to deepen their understanding of social inequalities affecting social groups different from their own. MOSA is unique compared to other established uses and gratifications because it does not vary based on media type (TV shows, films, music, user-generated content, and entertainment news). Additionally, this study finds mainly low to moderate positive relationships between MOSA and the traditional U&G themes—cognitive, affective, personal integrative, social integrative, and tension-release—indicating that MOSA represents a distinct dimension not fully addressed by existing U&G frameworks. There were no significant interactions for identity factors (e.g., race, gender, subjective social status, and sexual orientation), suggesting that intersectionality is not associated in one's likelihood of using media for MOSA. Interest in and experience with discrimination may mediate this relationship, with findings showing that Black individuals are more motivated to seek MOSA in media compared to White individuals, especially when considering experiences with discrimination. Lastly, the research contrasts MOSA with performative mediated outgroup social awareness (PMOSA), finding that while one’s orientation to acknowledge social inequalities (i.e., outgroup social awareness; OSA) generally predicts MOSA use, OSA is not a predictive factor in PMOSA. Both MOSA and PMOSA were found to predict intentions in future prosocial behaviors, indicating that social desirability may have been a factor in participants’ reporting. Establishing MOSA as a gratification derived from media entertainment supports investing in diverse, complex, and representative storytelling. The introduction of MOSA also offers a lens for scholars, creators, and practitioners to explore as an avenue for improving intergroup relations. Limitations and future directions are discussed.
Access
Open Access
Recommended Citation
Green, Kandice Nicholle, "Extending Uses & Gratifications Through Mediated Outgroup Social Awareness" (2024). Dissertations - ALL. 2011.
https://surface.syr.edu/etd/2011
