The Emotional and Cognitive Feedbacks of the Audience of Popular Television Series About the "White and Positive" Heroes of the Series

One of the patterns of encoding messages in TV series is to include the preferred codes of the series in the form of dialogues and behavior of a "quiet white and positive" character. Examining the content of the most watched TV series in the last 15 years shows the prevalence of this pattern in TV series. The present article, which is derived from the author's research in the field of the consumption of popular television series, focuses on how the audience encounters this pattern and characters, as well as how they decipher the preferred codes. The research data was collected through semi-structured individual and group interviews with 74 viewers of popular TV series. The findings showed that the feedbacks of the interviewees are mainly negative emotional and cognitive. Based on the findings and in agreement with the cognitive views about emotions, the audience's encounter with contents and television series is much more complicated than that by including the message of the series in the speech and behavior of " quiet white and positive characters" and Presenting a direct message can influence the audience.