Intra-Audience Effects: A Field Test

Hocking, John E.; Margreiter, Duane G.; Hylton, Cal

doi:10.1111/j.1468-2958.1977.tb00522.x

Cited by 25 publications

(8 citation statements)

References 20 publications

(4 reference statements)

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“…Under these conditions, they regarded the speaker as having more character and dynamism. Very similar results were obtained when the lecture and the audience's reactions were shown to the respondents on a videotape (Duck & Baggaley, 1975) and in a field experiment, in which the target was a music band (Hocking, Margreiter, & Hylton, 1977). In the latter example, participants perceived a band playing in a club more positively when the audience was made up of research confederates who reacted positively to the band.…”

Section: The Intra-audience Effectsupporting

confidence: 65%

Does the Co-Viewing of Sexual Material Affect Rape Myth Acceptance? The Role of the Co-Viewer’s Reactions and Gender

Tal‐Or

Tsfati

2015

Communication Research

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While media research has long ago acknowledged that watching TV is a social activity, only a few studies have examined the effects of co-viewing on adult reactions to a televised text. In the current investigation, we used social-cognitive theory combined with previous research on the intra-audience effect, audience identification, transportation, and attitude change to develop hypotheses connecting co-viewers' reactions, co-viewers' gender, and viewer's post-exposure attitudes. Participants watched a movie segment that ended in a rape scene. We manipulated their confederate co-viewers' displayed reaction (enthusiastic or bored) and gender, and subsequently measured perceived co-viewers' attributions of responsibility for the rape, the viewers' transportation, identification with the male protagonist, and acceptance of the rape myth (the tendency to attribute responsibility for sexual violence to the victim). Results demonstrated that for those participants who correctly perceived the engagement manipulation, the effect of the confederate co-viewer's engagement manipulation on rape myth acceptance was positive and significant. In addition, both manipulations had an indirect effect on rape myth acceptance, sequentially mediated through transportation and identification.As social creatures, our reactions to various situations depend on the reactions of the people around us, a fact demonstrated, for example, by seminal social-psychological research on conformity and bystander intervention. If our reactions to our environment

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Section: The Intra-audience Effectsupporting

confidence: 65%

Does the Co-Viewing of Sexual Material Affect Rape Myth Acceptance? The Role of the Co-Viewer’s Reactions and Gender

Tal‐Or

Tsfati

2015

Communication Research

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“…Informational social influence occurs when an individual simply accepts information from others as accurate evidence about the nature of reality. Many of the intra-audience effects observed in the rock and roll study cited earlier were a result of this type of influence (11). To the extent that a situation is ambiguous-for example, an official's call against the home team-the crowd needs additional information to form a judgment.…”

Section: Zntra-audience Eflects At Sporting Events Maymentioning

confidence: 96%

Sports and Spectators: Intra-audience Effects

Hocking

1982

Journal of Communication

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Crowd behavior and spectators7 reactions to each other contribute to the entertainment and involvement that result from watching sports at the stadium.Why would anyone attend a football game when he or she could stay at home and watch it on television? Football lends itself to television. The variety of camera angles used during a single broadcast allows a viewer to see all aspects of the game from a better vantage point than had he or she been in the best seats in the stadium. Instant replays offer the viewer a chance to see spectacular or complicated plays over and over again. Furthermore, stadium attendance itself has a number of drawbacks. At the football stadium in Athens, Georgia, for example, they do not sell beer, the hot dogs are cold, and the seats are hard benches. Yet, I am forced to report that, in spite of the fact that the game was televised, I attended the Georgia-South Carolina football game in the fall of 1980 in person. Why? The answer to this question lies in an analysis of those factors that make in-person sports spectatorship a distinctly different experience from TV sports viewing-factors that can be considered as "intra-audience effects." Williams (25) makes a distinction between the "game event, defined as the action taking place on the field plus directly related activities taking place on the sidelines, and the stadium event, defined as the total sequence of activities occurring in the stadium, both perceived and participated in by the fans and including the game event" (p. 135). In this article I will argue that an important component of the "stadium event" is crowd behavior and that the reactions spectators have to other spectators is a major factor contributing to the excitement, the arousal, John E.

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“…Notably, even the audience's experience with a game stream can be influenced by the presence of others-a phenomenon known as the intra-audience effect by which the affective experience of spectatorship is colored by one's perceived affective response of others (Hocking et al, 1977). In other words, audience pleasure (or displeasure) is boosted when other audience members also express enjoyment (or otherwise).…”

Section: The Social Demands Of Live Streaming Platform Audiences Nickmentioning

confidence: 99%

Sociality and Monetization on Live Streaming Platforms

Bowman

Johnson

Woodcock

et al. 2020

SPIR

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This panel presents ongoing research into online “live streaming” platforms, which offer the live broadcast of individuals’ activities - primarily but not exclusively digital gameplay - over the internet to potentially massive worldwide audiences. The largest platform in this area (on which we focus) is Twitch.tv, already the 30th most-viewed website in the world, with comparable platforms boasting large viewing numbers in China, Korea, and Japan. Our first talk examines Twitch as the dominant leading live streaming platform, outlining its evolution and historical origins while unpacking some of the fundamental user-platform relationships manifested on the site. The second addresses itself to the sociality of live streaming, which unlike traditional video media formats enables a rapid live exchange of comments and conversation between live streaming producers and consumers. The third paper presents an overview and typology of monetization methods in live streaming, focusing in particular on the gamified and “gamblified” elements of making money through the practice, as well as how these practices have evolved through a three-way dialogue between viewers, “streamers”, and platforms. The fourth paper builds on this by examining the on-platform currency of Twitch, known as “Bits”, and how the platform captured donations from viewers through the implementation of this currency system. The fifth and final paper will then further develop these critical enquiries into monetization methods and platform dynamics by presenting a number of extremely contemporary developments in this area on Twitch, exploring new the routes for capital flow enabled by new platform infrastructures and technological systems.

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Intra-Audience Effects: A Field Test

Cited by 25 publications

References 20 publications

Does the Co-Viewing of Sexual Material Affect Rape Myth Acceptance? The Role of the Co-Viewer’s Reactions and Gender

Does the Co-Viewing of Sexual Material Affect Rape Myth Acceptance? The Role of the Co-Viewer’s Reactions and Gender

Sports and Spectators: Intra-audience Effects

Sociality and Monetization on Live Streaming Platforms

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