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In this study, we propose that the massive, unsolicited, real-time data generated by social media might provide media psychologists with new paths for examining the role that morality and moral thinking play during the consumption of entertainment. Our broad goal was to explore a potentially new methodological approach to the study of morality and media and to offer an initial case study in applying that approach. The case study examined if, and if so how, viewers used Twitter to express their moral thoughts during the Season 3 finale of Downton Abbey. Based on moral foundation theory and affective disposition theory, we derived and examined a set of propositions. Specifically, we observed and discussed the importance of tweets (a) reflecting language from five moral domains, (b) for a beloved character who suffers pain and loss, and (c) about a character who regularly violates moral norms. We conclude that social TV analysis offers a promising new way for researchers to explore issues of morality and media reception.
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