Related Experiment Video
Updated: Jun 25, 2025
09:03
Post-Movie Subliminal Measurement PMSM, for Investigating Implicit Social Bias
Published on: February 29, 2020
5.8K
Is Seeing Believing? Hallmark Movie Viewership and Relationship Beliefs
Jasmine W Rios1, C Veronica Smith1, Taylor N Locke1
1Department of Psychology, University of Mississippi, University, MS, USA.
Psychological Reports
|May 27, 2024
Summary
Watching Hallmark movies is linked to unrealistic relationship beliefs. This study found that frequent viewers endorsed more idealistic views on romance and friendships, supporting cultivation theory.
Area of Science:
- Media Psychology
- Social Psychology
- Communication Studies
Background:
- The Hallmark Channel is known for idealistic romantic portrayals, yet its impact on viewers' relationship beliefs is unstudied.
- Cultivation theory suggests media influences perceptions of reality.
- The Differential Susceptibility to Media Effects Model (DSMM) highlights individual differences in media impact.
Purpose of the Study:
- To investigate the association between Hallmark movie viewership and endorsement of specific relationship beliefs.
- To examine beliefs about romantic relationships and opposite-sex friendships.
- To control for individual susceptibility factors in media effects.
Main Methods:
- A nationwide sample of 279 heterosexual, married participants completed surveys.
- Measures included romantic beliefs, implicit relationship theories, and beliefs about opposite-sex friendships.
- Participants reported their Hallmark movie consumption and general TV viewing.
Main Results:
- Increased Hallmark movie viewership correlated with greater endorsement of unrealistic relationship beliefs and destiny beliefs.
- Higher viewership was associated with the belief that opposite-sex friendships are problematic.
- These associations remained significant after controlling for susceptibility factors and general TV consumption.
Conclusions:
- Findings support cultivation theory by demonstrating media's role in shaping relationship perceptions.
- The study validates the DSMM by showing how viewer characteristics moderate media effects.
- Hallmark movie consumption may cultivate specific, potentially unrealistic, views on relationships and friendships.
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