Abstract
ABSTRACTUsing a national sample of the audience of various media during the media event of the 2017 U.S. Presidential Inauguration (N= 420), we conducted a survey to examine the roles of valence and arousal, two dimensions of emotion, and that of national identity in the social integration function of this media genre. The findings of this study showed the mediating effect of valence on the relationship between television viewing and perceived unity, which was moderated by national identity. Emotional arousal was not influenced by television viewing in this case, but there was an interaction effect between national identity and arousal on perceived unity. We demonstrate a clearer picture of media event’s social integration mechanism and argue for the continued theoretical relevance of media events as a broadcast television genre to integrate the society even in the time of social fragmentation.
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