Dominance and the Appeal of Violent Media

Most work on violence in media has focused on the negative effects of exposure. Yet little research has examined why violent content should be appealing. The current work investigates the idea that it is not the violence, per se, that is appealing, but rather the depiction of domination by the protagonist. We further investigate the idea that the violence can actually lower enjoyment due to the violation of norms of appropriate behavior. We test these ideas in two studies that manipulate domination and violence (Study 1) and the applicability of relevant social norms (Study 2).


Laurence Ashworth, Martin Pyle, and Ethan Pancer (2011) ,"Dominance and the Appeal of Violent Media", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 617-618.


Laurence Ashworth, Queen's University, Canada
Martin Pyle, Queen's University, Canada
Ethan Pancer, Queen's University, Canada


E - European Advances in Consumer Research Volume 9 | 2011

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