Young audiences’ emotional experience on smartphone film: an application of dual-coding theory
Abstract
Purpose
This study aims to determine whether smartphones create the best communication fit with a young audience.
Design/methodology/approach
To validate the hypotheses, a task-based laboratory study was conducted. And smartphone film and television (TV) film were provided in the laboratory. Young respondents were recruited in the classroom and brief introduction and film were broadcasted. After watching the film, levels of respondent’s emotional experience was measured via questionnaire.
Findings
The results indicate that when the text of the film matches the young audience’s schema, the young audience uses, mainly, imagery coding to interpret the text and achieve an emotional experience. Conversely, when the text and schema do not match, the young audience uses both proposition coding and imagery coding.
Practical implications
Based on the results found in this study, companies should use different texts to match the different schema of young audiences to ensure that audiences can process coding and enjoy emotional experiences when using smartphone.
Originality/value
Dual-coding theory is applied to determine which coding system the audience use to interpret the new-media text, such as smartphone films.
Keywords
Acknowledgements
The authors would like to thank the National Science Council of the Republic of China, Taiwan, for financially supporting this research under Contract No. 102-2410-H-155-046.
Citation
Huang, T.-L. and Chen, Y.-M. (2014), "Young audiences’ emotional experience on smartphone film: an application of dual-coding theory", Young Consumers, Vol. 15 No. 2, pp. 193-208. https://doi.org/10.1108/YC-07-2013-00384
Publisher
:Emerald Group Publishing Limited
Copyright © 2014, Emerald Group Publishing Limited