A moderated mediation model of "The Apprentice" and business attitudes: a study of reality-based television and parasocial feelings by social working class and trust in big business

Abstract

This study is about medium theory, television, and the presentation of the backstage. Medium theory was used as a theoretical framework to study The Apprentice and the show's influence on big business attitudes. The work was primarily concerned with looking at processes of media influence through parasocial feelings for Donald Trump and Martha Stewart. In addition, the moderators of trust in big business and social working class orientation were also included in the study. A moderated mediation model is hypothesized and found to exist in the data. However, an alternative mediated moderation model was also found. The implications for this study are discussed, and future lines of research are outlined.