Mediated Intra-Audience Effects in the Appreciation of Broadcast Sports

Cummins, R. Glenn; Gong, Zijian

doi:10.1177/2167479515593418

Cited by 15 publications

(10 citation statements)

References 58 publications

(96 reference statements)

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“…As LaGrande (2018) experienced, some dial testing data may show no change scores in data. Change scores for each second, or other designated time interval, are calculated by subtracting the initial raw value from each subsequent raw valued (Cummins & Gong, 2017). Participant data containing no change scores indicates participants may have been too distracted or too unaffected by the video to move their dials to reflect how their reactions or feelings about different parts of the video.…”

Section: Figurementioning

confidence: 99%

“…In one experimental CRM study, Cummins and Gong (2017) used CRM to evaluate the effects of increased spectator response on the perceived excitement of play during radio broadcast sports. The experimental groups listened to audio clips of a broadcasted game edited to include various levels of audience excitement, such as crowd noise or cheers, while the control group listened to the raw audio clips without any added audience excitement (Cummins & Gong, 2017). The results from each group were compared and changes in reactions at different points of the message were analyzed by conducting a series of ANCOVAs.…”

Section: Findings Of Past Crm Studiesmentioning

confidence: 99%

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Do touch that dial: A guide to continuous response measurement in agricultural communications

Lawson¹,

Fischer²,

LaGrande³

et al. 2020

Journal of Applied Communications

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As the gap in agricultural experiences between farmers and consumers grow, it is important for agricultural communicators to communicate strategically with their audiences and be proactive in addressing consumers' concerns. Communication media can present a variety of messages or pieces of information that represent multiple perspectives within one unit. The dynamic nature of communication media, such as video and audio messages, lead to the fluctuation of feelings and responses to different elements within one singular message. While agricultural communications has traditionally relied upon quantitative and qualitative survey data, there are likely gaps in complete understandings of individual perceptions in response to varying elements of the communications message. Continuous response measurement (CRM) is a method that can be used to monitor and track individual responses to media messages in real-time to reveal critical moments within a communications message. CRM holds the potential to help those in agricultural communications understand what specific elements within messages resonate most with consumers. This professional paper explores how researchers can use CRM, showcases benefits and drawbacks of CRM, and provides recommendations for contributions to agricultural communications literature.

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Section: Figurementioning

confidence: 99%

Section: Findings Of Past Crm Studiesmentioning

confidence: 99%

Do touch that dial: A guide to continuous response measurement in agricultural communications

Lawson¹,

Fischer²,

LaGrande³

et al. 2020

Journal of Applied Communications

View full text Add to dashboard Cite

show abstract

“…Questions remain concerning the nature of the relationship between OAR by those in the studio audience and those watching the presidential debate on television, streaming on the internet, or listening on radio. Individuals hearing studio audience OAR in response to candidates utterances may potentially have also have experience intra-audience mediated effects through the OAR ( Cummins and Gong, 2017 ) and been affected not just by the candidate statements ( Fein et al, 2007 ). This intra-audience effect had the potential to affect millions, especially undecided voters, and more explicitly sets the stage for testing Research Questions 1–4.…”

Section: Studymentioning

confidence: 99%

“…Research considering OAR to political candidates at events such as debates tends not to focus on the audience itself, and its social influence on other audience members. The existing research that does consider OAR on participant evaluation, including those considering political figures, are experimental and do not disambiguate positive response such as laughter, applause, and/or visually oriented non-verbal signals ( Hylton, 1971 ; Duck and Baggaley, 1975 ; Cummins and Gong, 2017 ). Specifically, the studies by Wiegman (1987) and Fein et al (2007) , while providing insight into the social influence of OAR on participant evaluation of the candidates and policy issues, tend to include both audible reactions and OAR.…”

Section: Introductionmentioning

confidence: 99%

“…Thus, in addition to the type of OAR (e.g., applause–cheering, laughter, and booing) identified and potential mixtures that might occur, the intensity of studio audience response may be characterized by its length in time combined with its perceived audible strength. This intensity may in turn affect onlookers, whether in the studio audience – yet not affiliated with any social group or faction – or watching on television, live streaming over the internet, or listening on the radio and thus experiencing intra-audience mediated effects from the OAR ( Cummins and Gong, 2017 ).…”

Section: Introductionmentioning

confidence: 99%

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Candidate Performance and Observable Audience Response: Laughter and Applause–Cheering During the First 2016 Clinton–Trump Presidential Debate

et al. 2018

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Raucous audience applause–cheering, laughter, and even booing by a passionately involved electorate marked the 2016 presidential debates from the start of the primary season. While the presence and intensity of these observable audience responses (OARs) can be expected from partisan primary debates, the amount of not just laughter, but also applause–cheering and booing during the first general election debate between Hillary Clinton and Donald Trump was unprecedented. Such norm-violating audience behavior raises questions concerning not just the presence, strength, and timing of these OAR, but also their influence on those watching on television, streaming video, or listening to radio. This report presents findings from three interconnected studies. Study 1 provides a baseline for analysis by systematically coding the studio audience response in terms of utterance type (laughter, applause–cheering, booing, and mixtures), when and how intensely it occurred, and in response to which candidate. Study 2 uses observational analysis of 362 undergraduate students at a large state university in the southern United States who watched the debate on seven different news networks in separate rooms and evaluated the candidates’ performance. Study 2 considered co-occurrence of OAR in the studio audience and in the field study rooms, finding laughter predominated and was more likely to co-occur than other OAR types. When standardized cumulative strength of room OAR was compared, findings suggest co-occurring OAR was stronger than that occurring solely in the field study rooms. Analysis of truncated data allowing for consideration of studio audience OAR intensity found that OAR intensity was not related to OAR type occurring in the field study rooms, but had a small effect on standardized cumulative strength. Study 3 considers the results of a continuous response measure (CRM) dial study in which 34 West Texas community members watched and rated the candidates during the first debate. Findings suggest that applause–cheering significantly influenced liking of the speaking candidate, whereas laughter did not. Further, response to applause–cheering was mediated by party identity, although not for laughter. Conclusions from these studies suggest laughter as being more stereotypic and likely to be mimicked whereas applause–cheering may be more socially contagious.

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Sponsor message processing in live broadcasts—A pilot study on the role of game outcome uncertainty and emotions

Breuer

Rumpf

Boronczyk

2021

Psychology and Marketing

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Live sport broadcasts can evoke emotions in consumers and allow companies to reach their audience in environments that allow for automatic processing of brand messages. However, only few studies have applied psychophysiological methodologies to assess how the live nature of a competition and viewers' emotions affect the processing of sponsor messages, and prior research has mostly relied on ex‐post data. Therefore, to identify the interplay of game outcome uncertainty, viewers' emotions and attention to sponsor messages, this exploratory lab study tracks continuous viewer data during live sport broadcasts. Soccer fans' (n = 11) arousal, emotional valence, and visual attention to sponsors while watching live soccer broadcasts were measured using galvanic skin response, video‐based facial expressions, and infrared eye‐tracking. In‐play betting odds served as an indicator of outcome uncertainty. Multi‐level modeling reveals that greater outcome uncertainty increases arousal and the magnitude of emotional response. Further, the data reveal that low‐to‐moderate arousal and valence‐neutral emotional states increase viewer attention to sponsor messages. This study is the first to consider the dynamics of live sports experiences in the explanation of sponsorship effectiveness. It contributes to the literature by using continuous measurements involving psychophysiological data to investigate emotions and attention to sponsors.

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Mediated Intra-Audience Effects in the Appreciation of Broadcast Sports

Cited by 15 publications

References 58 publications

Do touch that dial: A guide to continuous response measurement in agricultural communications

Do touch that dial: A guide to continuous response measurement in agricultural communications

Candidate Performance and Observable Audience Response: Laughter and Applause–Cheering During the First 2016 Clinton–Trump Presidential Debate

Sponsor message processing in live broadcasts—A pilot study on the role of game outcome uncertainty and emotions

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