Imitation as Flattery: How TV News Parody’s Media Criticism Can Influence Perceived News Media Importance and Media Trust

Abstract

This study explores how exposure to news parody commentary and perceived news media importance (PNMI) can influence trust in the press. A two-wave experiment ( N = 331) exposed participants to news parody stimuli, measuring different facets of media trust and PNMI 1 week before and immediately after the parody exposure. Results demonstrate mediated processes of influence, wherein parody’s implicit commentary about the press (compared to explicit, negative criticism of the news media) promotes greater PNMI, which in turn fosters increased trust in the press. This research ultimately highlights how news parody’s flattering imitations can enhance perceptions of the news media.