Running Head: MEDIA IMPACT AND THE
ROLE OF MENTAL IMAGERY
Glenn G. Sparks (Ph.D., University
of Wisconsin-Madison) is an Associate Professor in the Department
of Communication at Purdue University.
Cheri W. Sparks (M.A., Purdue University)
is a doctoral candidate in the Department of Psychology at Purdue
University.
Kirsten Gray (B.A., Purdue University)
is an M.A. student in the Department of Communication at Purdue
University.
This study was partially supported
by a grant awarded to the first author by the School of Liberal
Arts, Purdue University.
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: 1) emotional responses to frightening
mass media, and 2) the effects of the media on beliefs in UFOs.
The results of the study indicate that individual differences
in vividness of imagery may play a crucial role in moderating
both types of media impact. Implications and suggestions for
future research are outlined.