How Anthropomorphic Animal Representations in Nature Documentaries Are Related to Entertainment Experience and Persuasive Effects

Nature documentaries portray animal life not only on a visual level but also through voice-over narration. In many cases, animals are therein depicted as somehow human-like in terms of feelings and thoughts but also in aspects such as moral and social behavior. The question of how an either objective or animal-centered perspective of the narrator, as compared to an anthropomorphic representation of the animals, is related to recipients' experience in terms of entertainment and persuasive effects has not yet been empirically tested in documentary media context. Therefore, hypotheses were tested in a single factorial between-subjects online study (N = 154) using two narrative versions of the otherwise same nature documentary. The results showed that a representation of animals as anthropomorphic went hand in hand with a higher perceived personal similarity with the animal. This was connected with higher empathy, which in turn positively correlated with the personal interest in the animal's fate. Heightened interest further had a positive association, both with hedonic and eudaimonic entertainment experiences, whereby only the latter was related to more positive attitudes toward animal welfare. These were positively correlated with stronger intentions to donate to animal welfare. Theoretical and practical implications of these findings are discussed.