The Role of Social Identity in Viewer Attitudes and Intentions

The research project aims to identify a relationship between self-identification based on the social identity theory and feelings towards a particular show. Focusing the research on four fictitious shows with similar plot lines, but different casts of the same ethnic group, the research team has created a questionnaire that asked questions relating to the shows and participant social identity. The survey sample consists of 241 individuals between the ages of 18 and 28. The results show that there is a positive predictive relationship between feeling that your social group is represented in a show and attitudes towards that show, as well as intentions to watch the show. Understanding the participant’s viewing attitudes and behaviors relating to their self-identification will provide insight to marketers that will aid in future development of media including television series and film that is more understanding of the new nuances that dictate viewership behavior