The Effect of Ethnicity and Number of Co-Viewers on Affective and Cognitive Identification With Media Characters

Abstract

This research examines the distinctiveness of two components of identification with media characters: cognitive and affective. It also explores how these components are differentially affected by the viewing environment. In an experiment, Jewish and Arab Israelis watched a clip depicting the Israeli–Palestinian conflict with either one or two Jewish or Arab co-viewers. As hypothesized, these components of identification loaded on different factors and showed different relationships when referring to in-group and out-group characters. Moreover, the Jewish participants showed more affective identification with the Jewish protagonist when watching with two Arabs, which, in turn, affected their attitudes about the in-group.