Searching for Cognitive Processes in the Cultivation Effect Adult and Adolescent Samples in the United States and Australia

Research on the cultivation hypothesis has focused on whether relationships between television viewing and social reality beliefs truly exist or are artifacts. There is very little evidence about what cognitive processes allow viewers to construct television-biased beliefs. The present study tests two possible processes: First, that perceptions of the television world serve as an intermediate step between fragmented incidental learning from television and beliefs about the real world and second, that beliefs closely linked to television content are an intermediate step in implying more general values and beliefs. These two hypotheses were tested in one adult and three adolescent samples, two in the United States and two in Australia. Across a range of cultivation questions, the basic cultivation result generally replicated that heavy viewers had beliefs about the world that appeared influenced by television. However, neither process hypothesis was supported. Although the null findings on the first hypothesis do not rule out construction from learned fragments, findings on the second hypothesis contradict cultivation's second-order effect. “Close” beliefs and their implied counterparts were unrelated, and cultivation relationships for these implied variables occurred only for those with real-world biased “dose” beliefs. Exploration of this result demonstrated that cultivation of both kinds of beliefs occurred more of ten for adolescents with high academic skills, suggesting that if cultivation occurs, it is a more active and intellectually demanding process than previously proposed.     

Always on My Mind: Exploring How Frequent,Recent, and Vivid Television Portrayals Are Used in the Formation of Social Reality Judgments

Prior research has found consistent support for the heuristic processing model of cultivation effects, which argues that cultivation effects can be explained by the availability heuristic. The present study represents an experimental test of the heuristic processing model and tests the impact of frequency, recency, and vividness on construct accessibility and social reality beliefs. 213 students participated in a 2 × 2 × 2 prolonged exposure experimental design varying the frequency of exposure to violent television programs, the level of vividness in the programs, and recency of exposure. Dependent measures were accessibility and social reality beliefs. Results showed that reaction times were largely unresponsive to the independent variables. Although there were no main effects for frequency on social reality beliefs, there was a significant interaction between frequency and vividness on beliefs: People watching vivid violent media gave higher estimates of the prevalence of crime and police immorality in the real world in the 3× viewing condition than those in the 1× viewing condition. In concluding, it is argued that this study has important implications for the heuristic processing model, cultivation theory, and research into vividness effects.     

The Portrayal of Aggression on North American Television1

The past decade has seen an accumulation of evidence that TV viewing influences beliefs about social reality, particularly in areas related to violence. Detailed content analyses of the portrayal of aggression on North American television were conducted in an attempt to document some of the symbolic messages in television content and the extent to which those messages vary according to program category. The TV sample analyzed consisted of 109 programs (81 hours) chosen on the basis of audience viewing figures; 76% were produced in the U.S.A. and 22% in Canada. An average of 9 acts of physical aggression and 7.8 acts of verbal aggression per program hour were observed, but both type and rate of aggression varied by program category. Other methods of conflict resolution occurred rarely, and few witnesses sought alternatives to aggression. Less than 2% of the aggression observed was accidental, and most (69%) was incidental to the plot. Aggression, especially verbal abuse, was often portrayed as humorous, and there was little evidence of consequences. Some differences between Canadian and U.S. programming were noted. The possibility of using schema theory to understand the role of television in the development of beliefs about social reality is explored.     

Television Viewing and Public Perceptions of Attorneys

This investigation examines the way prime-time network television programming depicts attorneys, and the influence of these images on the public's perceptions of attorneys. In addition, the study examines some of the theoretical and methodological controversies identified with the cultivation explanation of the way television shapes perceptions of social reality. The results reveal that network prime-time television programming depictions of attorneys affect public perceptions of attorneys, particularly in terms of front region behaviors. The results involving attorneys’back region behaviors are mixed. In addition, the results indicate that content-specific viewing is a more reliable predictor than total viewing or select viewer sociodemographic variables of the public's tendency to perceive attorneys in the same way they are portrayed in prime-time television programming.     

Cultivation Theory and Research

This is a critical analysis of how cultivation has been conceptualized in theory and research. Cultivation indicators are examined for their meaning in texts, the meaning received by viewers, and the distinction between estimations and beliefs. The construct of television exposure is analyzed in terms of the assumptions of uniform messages and nonselective viewing, as well as the conception of time and dominance. The nature of relationship is illuminated through the assumptions of linearity, asymmetry, control variables, causation, level of generality, mainstreaming, and resonance. Recommendations are provided to suggest revisions for conceptualizing the existing theory and extending it. Suggestions for extension include reconceptualizing the effect and the relationship, developing a typology of effects, considering the context of other simultaneous influences, providing analysis over time, and examining the process of influence on individuals and on the messages.     

The Role of Social Context During Television Viewing on Children’s Moral Judgments About Social Exclusion and Stigmatization of Others

Research has considered how exposure to prosocial television narratives influences children’s social inclusion behaviors (e.g., Mares & Acosta, 2010). In these experiments, children typically view a stimulus episode alone; however, we know that children often watch with others at home (Chandler, 1997). Thus, in this study we examined how children’s proximal social context during viewing influenced effects. Using data collected from a 3-condition experiment (control, view-alone, coview with close friend) with Dutch children ages 5 and 6 (N = 80), we found that exposure largely did not influence children’s inclusion judgments or stigmatization beliefs. There was, however, an age × condition interaction, such that 6-year-old children in the coview condition demonstrated greater stigmatization beliefs toward other children, compared to 5-year-olds in the same condition, or all children in the other conditions. We discuss the implications of these findings while considering previous work on learning inclusion from prosocial television shows, reality judgments, and the bystander effect.     

Who Wants to Marry a Millionaire? Reality Dating Television Programs, Attitudes Toward Sex, and Sexual Behaviors

Past research has revealed associations between television viewing and sexual attitudes and behaviors. We examined a burgeoning new television genre, reality dating programs (RDPs). Undergraduate students (ages 18–24) reported their overall television viewing, their RDP viewing, and their involvement with RDPs (watching in order to learn and watching in order to be entertained). They also completed measures of attitudes toward sex, dating, and relationships, and answered questions about sexual behavior. Most participants were occasional or frequent viewers of at least one RDP. Men reported using RDPs for learning more than did women; there was no gender difference in use of RDPs for entertainment. Total amount of RDP viewing was positively correlated, for both men and women, with adversarial sexual beliefs, endorsement of a sexual double standard, and the beliefs that men are sex-driven, that appearance is important in dating, and that dating is a game. In all cases, however, these relationships were partially or totally mediated through viewer involvement. Men and women who watched RDPs tended to be less sexually experienced; there were few other correlations with sexual behaviors.     

The Role of Source Confusions in Television's Cultivation of Social Reality Judgments

The chief hypothesis of this study was that errors in memory (specifically source confusions) contribute to the link between television viewing and social reality judgments. Fiction-to-news confusions (fictional programming remembered as news) were hypothesized to positively predict TV-biased judgments of reality. News-to-fiction confusions (news remembered as fiction) were hypothesized to negatively predict such judgments. The results of an experiment in which subjects watched television programming containing both news and fiction indicated that these hypotheses were supported. Levels of confusion interacted with daily television viewing and with the level of certainty attached to the confusions. A manipulation of the visual similarity of the news and fiction content affected subjects'tendency to make source confusions.     

Maternal Characteristics Associated with Television Viewing Habits of Low-Income Preschool Children

Few studies have examined maternal characteristics associated with heavy or inappropriate television viewing on the part of their children. We investigated the relationship between children’s television viewing habits and maternal depressive symptoms and parenting beliefs. The participants were 175 low income children (mean age = 62.1 months) and their mothers who participated in a larger national study of Early Head Start eligible children. Our sample included families from two predominantly rural sites. Mothers completed a survey about the amount of time their children spend watching television during the week and on the weekend, and the types of programs they watch, as well as questionnaires related to maternal depression and parenting attitudes. According to mothers’ report, most of the young children in our sample exceeded the total viewing time recommended by the American Academy of Pediatrics (maximum 2 h per day), and the majority watched at least some programming designed for adult audiences. Maternal depressive symptoms and beliefs about parenting were associated with heavier viewing on the part of the child, as well as with viewing of age-inappropriate content.     

TELEVISION USE BY CHILDREN AND ADOLESCENTS

The investigation explored the relationships between child and adolescent television use motivations and various sociodemographic characteristics, television viewing levels, program preference, and television attitudes. Six viewing motivations were identified: learning, passing time or habit, companionship, escape or forget, arousal, and relaxation. Age was the only demographic correlate of most of these functions. All viewing motivations correlated positively with television viewing levels, medium attachment, and perceived content reality. However, when age and level of viewing were partialed out, habitual viewing was no longer found to correlate with perceived reality. Several significant associations between viewing motivations and program preference were also noted. Arousal viewers preferred dramatic programs, while habitual, escapist, and companionship viewers favored comedies. Habitual viewers also shunned news and public affairs programs. Implications of the findings were discussed within the conceptual rubric of the uses of gratifications research perspective.     

The Effects of Nonsexist Television Commercials and Perceptions of Reality on Children's Attitudes About Women

To test the hypothesis that television content can teach sex-typed attitudes, this study presented third and eighth graders with television commercials showing either traditional or nontraditional women. Crossing this manipulation, the children's perceptions of the reality of the commercials were altered with instructions that the characters in the commercials were all real people (reality set), that they were all acting (acting set), or that the commercials were just like ones seen at home (no instructions). Results showed that the children's perceptions of reality were successfully manipulated, and that younger children thought all content was more real. The two sets of commercials were found to have a significant differential impact on the children's attitudes about women only for groups that had been in-structed about reality. For these groups, there was an interaction with sex of subject so that eighth grade boys had more traditional attitudes about women after viewing the nontraditional women, while all other groups showed the reverse pattern of means. Finally, rather than the predicted interaction, perceived reality had a main effect such that children who believed the characters to be acting were less traditional in their attitudes about women. This result is supported by a matching correlation between the two variables for the noninstructed groups.     

The relationship of television viewing time to scores on the Fear Survey Schedule

The responses of 460 undergraduates enrolled in introductory psychology to the Wolpe-Lang Fear Survey Schedule (FSS) were examined to determine the effect of television viewing time. Contrary to predictions of cultivation theory, heavy viewers (more than four hours daily) did not obtain significantly higher total fear scores than light (less than two hours) or medium viewers (two to four hours). Similarly, the scores on five FSS Subscales—Social Phobia, Agoraphobia, Fear of Bodily Injury, Illness and Death, Fear of Sexual and Aggressive Scenes, and Fear of Harmless Animals—did not reveal any differences related to viewing time. However, the total fear score of female respondents increased with viewing time and was significantly higher than male scores; significant sex differences were found in four subscales as well. Implications for future use of the FSS and cultivation theory were discussed.     

Beliefs about relationships in relation to television viewing, soap opera viewing, and self-monitoring

Undergraduates (n=188) completed: a survey of television and soap opera viewing habits; the Relationship Beliefs Inventory, measuring dysfunctional relationship beliefs; and Snyder's Self-Monitoring Scale. It was hypothesized was that there would be positive associations between viewing habits and endorsement of dysfunctional relationship beliefs. Results supported this hypothesis. High television viewing was associated with the belief “the sexes are different,” and high soap opera viewing was associated with the belief “mindreading is expected” between partners. High self-monitors watched television more for escape than low self-monitors. Implications for research on dysfunctional relationship beliefs are discussed.     

Beliefs about relationships in relation to television viewing, soap opera viewing, and self-monitoring

Undergraduates (n=188) completed: a survey of television and soap opera viewing habits; the Relationship Beliefs Inventory, measuring dysfunctional relationship beliefs; and Snyder's Self-Monitoring Scale. It was hypothesized was that there would be positive associations between viewing habits and endorsement of dysfunctional relationship beliefs. Results supported this hypothesis. High television viewing was associated with the belief “the sexes are different,” and high soap opera viewing was associated with the belief “mindreading is expected” between partners. High self-monitors watched television more for escape than low self-monitors. Implications for research on dysfunctional relationship beliefs are discussed.     

An Observational Study on How Situational Factors Influence Media Multitasking With TV: The Role of Genres,Dayparts, and Social Viewing

This study responds to the need for research on individuals' media multitasking behavior using observational data. Media multitasking can have a profound impact on media processing and effects. However, we have little knowledge on when people are likely to engage in media multitasking and, consequently, when these effects are likely to occur. This study examines how three important situational factors—television genres, dayparts, and social viewing—influence the amount of media multitasking. Granular observational data obtained by directly monitoring and recording media consumption behaviors of a large panel at 10-second intervals are used for the analysis. The study reveals that media multitasking with television is most prevalent when people watch sports or engage in channel surfing and less prevalent with commercials, news, and entertainment. Furthermore, the extent of media multitasking is greater in the morning and afternoon than in the evening, and also greater when individuals watch television alone than in the presence of others. Daypart differences are larger for genres associated with incidental viewing (commercials and channel surfing) than for genres associated with intentional viewing (news, entertainment, and sports). Sports is the only genre that is associated with higher amounts of media multitasking when watching television with others.     

Cosmetic Surgery Makeover Programs and Intentions to Undergo Cosmetic Enhancements: A Consideration of Three Models of Media Effects

The recent proliferation of reality‐based television programs highlighting cosmetic surgery has raised concerns that such programming promotes unrealistic expectations of plastic surgery and increases the desire of viewers to undergo such procedures. In Study 1, a survey of 170 young adults indicated little relationship between cosmetic surgery makeover program viewing and body satisfaction or perception of risk but a small positive association with desire to undergo cosmetic surgical procedures. In Study 2, a survey of 271 young women allowed for a test of three theoretical explanations for this association. Evidence in support of cultivation theory, social cognitive theory, and social comparison theory emerged, thus highlighting the need for a more integrated theoretical model of media effects.     

The Nature and Predictive Value of Mothers' Beliefs Regarding Infants' and Toddlers' TV/Video Viewing: Applying the Integrative Model of Behavioral Prediction

Viewing television and video programming has become a normative behavior among U.S. infants and toddlers. Little is understood about the extent of parents' decision making regarding their young children's viewing, although numerous organizations are interested in reducing time spent viewing among infants and toddlers. Prior research has examined parents' belief in the educational value of TV/videos for young children and the predictive value of this belief for understanding infant and toddler viewing rates, although other possible salient beliefs remain largely unexplored. This study employs the integrative model of behavioral prediction to examine 30 maternal beliefs about infants' and toddlers' TV/video viewing, which were elicited from a prior sample of mothers. Results indicate that mothers tend to hold more positive than negative beliefs about the outcomes associated with young children's TV/video viewing and that the nature of the aggregate set of beliefs is predictive of their general attitudes and intentions to allow their children to view, as well as children's estimated viewing rates. Analyses also uncover multiple dimensions within the full set of beliefs, which explain more variance in mothers' attitudes and intentions and children's viewing than the uni-dimensional index. The theoretical and practical implications of the findings are discussed.     

Psychological Processes Underlying Cultivation Effects Further Tests of Construct Accessibility

This study tested whether the accessibility of information in memory mediates the cultivation effect (i.e., the effect of television viewing on social perceptions), consistent with the availability heuristic (Tversky & Kahneman, 1973). Accessibility was operationalized as the time needed to generate frequency estimates of the real-world prevalence of crime, marital discord, and particular occupations. The independent variable was amount of soap opera viewing, and the study used only very heavy (5 or more hours per week) and very light (zero hours per week) viewers. Heavy viewers gave significantly higher frequency estimates (cultivation effect) and responded significantly faster (accessibility effect) than did light viewers, replicating the findings of Shrum and O'Gunn (1993). Soap opera viewing also had an indirect effect on the frequency estimates of crime and occupational prevalence through its effect on response latency, supporting the notion of accessibility as a mediating variable. No such mediating effect was noted for marital discord estimates.     

Beyond Cultivation: Exploring the Effects of Frequency,Recency, and Vivid Autobiographical Memories for Violent Media

Using Shrum's (1996) heuristic processing model as an explanatory mechanism, we propose that people who hold vivid autobiographical memories for a specific past experience with media violence will overstate the prevalence of real-world crime versus individuals without vivid memories. We also explore the effects of frequency and recency on social reality beliefs. A survey was administered to 207 undergraduate students who were asked to recall one violent television program or movie seen in the past. Participants were asked to write essays describing the violence, which were coded for vividness. Results support not only cultivation theory, but also the effects of memory vividness: participants with more vivid memories of blood and gore gave higher prevalence estimates of real-world crime and violence than participants with less vivid memories. Findings also suggest that females had more vivid memories for prior media violence than males. Implications for cultivation, the heuristic processing model, and vividness research are discussed.     

Neural Network Simulations Support Heuristic Processing Model of Cultivation Effects

Many studies have shown that heavy TV viewers make social reality judgments more in line with televised reality. Shrum's (2001) heuristic model of cultivation effects predicted and found that biases in first-order cultivation judgments resemble heuristic processing. Systematic processing eliminated the effect. This study presents a series of computational simulations to examine whether a simple feed-forward neural network model exhibits learning behavior in accordance with Shrum's model. The data from the model are tested in contrast to data from human participants. Results closely fit human data. Simulations show that increased television exposure increases construct accessibility; television exemplars are not discounted when exhibiting the cultivation effect; and systematic processing reduces or eliminates the cultivation effect.