Media Impact on Fright Reactions and Belief in UFOs:

The Potential Role of Mental Imagery




Glenn G. Sparks Cheri W. Sparks Kirsten Gray



Purdue University

West Lafayette, IN 47906






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.

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: 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.