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This study uses online survey data (n = 127) with an embedded media manipulation to examine relationships between character liking, media enjoyment, and narrative consistent attitudes with late-night political comedian, Stephen Colbert's satirical campaign finance narrative. The data offer empirical support for the notion that narratively structured political satire processing models should consider relevant entertainment psychology and narrative persuasion concepts such as how audiences respond to the main characters and the role enjoyment plays in the process. Using structural equation modeling, media enjoyment significantly mediated the relationship between character liking and narrative consistent attitude formation (about the antagonist), but appears to have functioned as a suppressor variable. Competing models are offered in an Online Appendix. [ABSTRACT FROM AUTHOR]

The article discusses cognitive responses to different forms of political media like political news and late-night political comedy. It mentions research that focuses towards understanding the influence of popular political media such as Hollywood motion pictures. It also highlights models for understanding the cognitive responses to popular political media to shape attitudes.