Affect and Emotion in Media

Affect and emotion in media refer to the feelings and emotional responses that media content evokes in audiences. Affect is a broad term encompassing overall feelings, moods, or impressions experienced, which may be fleeting or subtle. Emotions are more specific, intense reactions to particular stimuli—like happiness from a comedy or fear from a horror film. Media creators often design content to influence these feelings, shaping audience engagement and interpretation. Understanding affect and emotion helps explain why certain media resonate deeply or prompt strong responses, ultimately impacting our perceptions and attitudes toward the content presented.