Abstract
Given the fact that the content of television and movies can be described as a rapidly changing stream of audio and visual information, it is puzzling that little research in mass communication has focused upon the cognitive processes relating to mental imagery. In this study, the potential role of mental imagery for media effects in two different areas is explored: (a) emotional responses to frightening mass media, and (b) the effects of the media on beliefs in UFOs. The results of the study indicate that individual differences in vividness of mental imagery may play a crucial role in moderating both types of media impact. Implications and suggestions for future research are outlined.
Published Version
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