Attitudes Toward Offensive Language in Media (ATOL-M): Investigating Enjoyment of Cursing-Laced Television and Films

As offensive language becomes more pervasive on the screen, the need for scholarly understanding of the effects of such language is apparent. This article investigates personal characteristics that influence attitudes toward offensive language in television and film. Furthermore, it examines the combined impact of those attitudes and the amount of cursing in a film on viewing enjoyment. To provide a reliable measure of Attitudes Toward Offensive Language in Media (ATOL-M), a modified version of an existing scale is tested and presented in Study 1. Study 2 investigates the impact of ATOL-M on viewing enjoyment, and finds that ATOL-M impacts offense taken at cursing on film and TV, as well as the enjoyment experience. Suggestions for further research are offered.