Media Exposure and Attitude Dynamics Research

Research Question

• How does exposure to short-form video content depicting modern technology and everyday life in China influence North American viewers’ immediate and sustained cross-cultural attitudes and social distance?

Sub-Questions:

1. Attitude Change & Social Distance: Does exposure to short-form media significantly reduce psychological/social distance toward a target foreign culture?

2. Sustained Effect: Are the observed shifts in attitudes immediately post-exposure maintained after a two-week follow-up period?

3. Role of Valence: How do positive, neutral, and slightly negative video conditions differently moderate the strength and direction of cross-cultural sentiment?

Project Overview

About the Project 

In an era dominated by rapid digital information flow and short-form video platforms, global audiences are increasingly exposed to foreign cultural and technological landscapes. This experimental study investigates the psychological mechanisms behind digital media exposure, attitude formation, and cross-cultural social distance.

By employing a rigorous Core + Sub-design framework, the study isolates the effects of video stimuli on international audience perceptions while eliminating methodological and framing biases present in traditional survey instruments.