The Character Engagement and Moral Adjustment Model (CEMAM): A Synthesis of More than Six Decades of Research

ABSTRACT Character liking, identification, and parasocial interaction/relationships are terms used in various literatures to describe character engagement. The current paper synthesizes more than six decades of research in media psychology and communication science to organize and delineate four processes related to character engagement with fictional characters: Attention, Appraisal, Affiliation, and Assessment. In addition to defining and distinguishing these four processes, we describe how they are influenced by narrative, character, and viewer features, leading to moral adjustment – that is, a viewer’s own morality being shaped and molded through exposure to fictional personae. We endeavor here to diminish conceptual confusion and to clarify causal, temporal, and reciprocal relationships between the four factors regarding moral adjustment in viewers. By uniting these processes under a single conceptual model, we provide a framework for understanding moral adjustment through character engagement that can serve as a launch point for more focused research projects.