Abstract
This study aims for a deeper understanding of the TV audience's exposure to TV's moral content and the reception of this content through an innovative methodological design. We combine content analysis data on the moral contents of TV genres and survey data on the moral reflection on moral elements offered by these genres among a representative sample of the Dutch TV audience. TV audiences are segmented via latent class analysis into three clusters: information seekers, fiction and entertainment viewers and paucivores. Results show that distinct audience groups differ significantly in moral exposure and moral reflection. The way audiences reflection on moral issues, forms of moral reasoning and insight in human character – is explained through different mechanisms. Particularly the differences between information seekers and fiction and entertainment readers add to our understanding of moral decision-making processes in relation to TV watching.
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