Master of Arts, The Ohio State University, 2012, Communication

This study aims to specify if and how particular musical features in persuasive messages impact processing of the messages. Specifically, based upon the theoretical frameworks of the musical expectancy theory (Meyer, 1956), and the modern interpretation of expectancy the ITPRA (Huron, 2006), and the Limited Capacity Model of Motivated Mediated Message Processing (Lang, 2006), this study specifies experiential and physiological correlates to typical music elements including changes in style, mode, melody, dynamics and tempo, used in televised public service announcements (PSAs). Initial coding was performed to determine the most prominent musical element(s) within a 30 PSA. Repetition of the melodic pattern was a commonly occurring element throughout the PSAs and was chosen as the manipulation for the main experiment. The main experiment measured subject's heart rate as they viewed PSAs with high, medium and low repetition of the melody in two genres: theme and hip hop music. Individual difference measures were also collected to determine if there is an impact on processing. Results show an interaction between genre, repetition and sensation seeking. Music is often used to provide emotional support to mediated messages, and often persuasive mediated messages. Determining how the music works with the narrative can help practitioners create more effective persuasive messages.

Committee: Zheng Wang PhD (Advisor); David Ewoldsen PhD (Committee Member) Subjects: Communication