The Relationship of Television Viewing with Attitude Strength and Extremity: Implications for the Cultivation Effect

The relationship of television viewing level with attitude strength and attitude extremity was investigated. Attitude accessibility was used as an indicator of attitude strength and was operationalized as the response latencies associated with the attitude judgments. Fifty-one students who were either very heavy soap opera viewers (> 4 hrs. per week) or very light soap opera viewers (< 1 hr. per week) provided attitude judgments pertaining to marital problems, owning expensive products, and distrust of people. Regression analyses indicated that heavy viewers showed significantly more distrust and a greater likelihood that they would experience marital problems than did light viewers, consistent with a cultivation effect (Gerbner & Gross, 1976). Over and above the effects of attitude extremity, heavy viewers also exhibited stronger attitudes than light viewers, as evidenced by significantly shorter latencies for all three attitude measures. Both the effects of attitude strength and extremity held in the presence of multiple statistical controls. These results suggest that television may serve to bolster and reinforce attitudes consistent with the television message.     

Television's role regarding alcohol use among teenagers

The purpose of this study was to determine the extent to which adolescents classified as light, moderate, or heavy television viewers differ regarding alcohol use. The extent to which demographic variables mediate the television-alcohol association also was investigated. A total of 394 high school males completed a written questionnaire to assess television and drinking practices. As hypothesized, heavy viewers consumed alcohol significantly more often than did light and moderate viewers, especially the former, particularly when demographic variables were controlled simultaneously. Television as a powerful and pervasive influence on youth, containing many undesirable health messages, is discussed.     

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.     

The Role of Television in the Socialization of Nonverbal Behavioral Skills

This study examined the relation between level of television viewing and ,nonverbal behavioral encoding skills among school-aged children. As predicted, frequent TV viewers communicated emotions common on television (happiness and sadness) better than emotions uncommon on television (disgust and fear/surprise), a pattern that did not emerge for infrequent TV viewers. Additionally, compared with infrequent TV viewers, frequent viewers were better encoders of spontaneous nonverbal displays, but worse encoders of posed displays. The results of a follow-up study suggest that this latter pattern may reflect a failure by children who are exposed to highly expressive television models to engage in active self-regulation of their nonverbal expressions.     

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.     

Skin Tone,Crime News,and Social Reality Judgments: Priming the Stereotype of the Dark and Dangerous Black Criminal1

An experiment examined the extent to which viewers’ emotional discomfort with a crime story and perceptions and memorability of a perpetrator and victim could be influenced by the race and skin tone of the perpetrator portrayed in a newscast. Participants were exposed either to a White, light–skinned Black, medium–skinned Black, or dark–skinned Black perpetrator. In addition, participants provided self–reports of their news viewing habits. Results revealed that heavy television news viewers were more likely than light viewers to feel emotional discomfort after being exposed to the dark–skinned Black perpetrator. Heavy news viewers also had favorable perceptions of the victim when the perpetrator was Black, regardless of skin tone. Results also indicated that all participants, regardless of prior news exposure, found the perpetrator more memorable when the perpetrator was a dark–skinned Black male. The methodological and theoretical implications of these findings are discussed.     

A parent-administered program to reduce children's television viewing

A parent-administered program to reduce television viewing of primary school-aged children was tested on two boys and three girls from three different families who were heavy viewers of television. Children were given 20 unearned tokens each week by their parents, which they could exchange for up to 10 hours of viewing time. The child earned a gold token for viewing in accordance with the rules for 4 consecutive weeks, which was exchanged for a reward. Parents were given instructions to follow the program independently. Data on hours of television viewing, homework, and reading were recorded each day by one or both parents. A multiple-baseline analysis of the effects of the TV reduction program indicated that children reduced their baseline television viewing by more than half once the program was implemented, and continued to maintain these changes 6 months and 1 year after the program was discontinued. Reading time increased for all children whereas effects on homework varied across children. The results support the effectiveness of a parent-administered program for nonbehavior problem children who watch excessive amounts of television.     

Source confusion as an explanation of cultivation: a test of the mechanisms underlying confusion of fiction with reality on television

Cultivation studies have found evidence that heavy television viewers adopt a world view congruent with how the world is portrayed in fictional television programs. An explanation is that viewers may remember fictional TV stories as realistic stories or news (fiction-to-news confusion). Until now, fiction-to-news confusion was found only if at least a week evolved between watching TV and asking viewers what was remembered. The present study conducted with a purposive sample of students and employees of a college in The Netherlands (N=96; M age = 28.6 yr., SD = 10.9) indicates that fiction-to-news confusions can also occur almost immediately after watching. In addition, whereas earlier research suggests that fiction-to-news confusions are associated with heavy viewing, i.e., more confusion when more hours per day are spent on TV viewing in leisure time, and faulty memory, the present study more specifically suggests that participants make many fiction-to-news confusions when they are exposed to relatively many fictional TV fragments that contain threatening, violent events.     

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.     

Attitudes,knowledge, and use of alcohol in university students

This paper investigated attitudes towards alcohol, knowledge of alcohol, parents drinking behaviour, reasons for drinking and television viewing habits varied in relation to actual drinking behaviour. A sample of 106 University students completed a questionnaire which enabled their classification as non, light, medium and heavy drinkers on the basis of their self-reported consumption levels. Results revealed 9% to be non-drinkers, 22% to be light, 38% to be moderate and 31% to be heavy. They also showed that alcohol drinking habits differed significantly with age, sex, smoking habits and in particular with parents drinking habits. Alcohol drinking habits also differed significantly with knowledge of alcohol, heavier drinkers being found to have a better overall knowledge, but reasons for drinking and attitudes towards drinking did not show any overall difference between the drinking habit categories. Finally, there was no indication that television viewing independently contributed to alcohol beliefs, knowledge, attitudes or habits. The results are discussed in terms of future research implications.     

Television viewing and the learning of sex-role stereotypes

This study was designed to determine the relationship between the amount of time children spend watching television and their knowledge of adult sex-role stereotypes. Males and females in grades 1, 3, 5, and 7 who were classified as heavy television viewers (25 or more hours per week) or light viewers (10 or less hours per week) both at the time of the study and 15 months previously were administered the Sex Stereotype Measure, an instrument designed to determine children's awareness of stereotyped sex-role perceptions held by adults. Heavy viewers were found to have more stereotyped perceptions than light viewers. A significant interaction effect indicated that among low viewers the perception of male stereotypes steadily declines with increasing age; among heavy viewers, stereotypic responses to male items are maintained with increasing age. No comparable interaction effect was obtained for perception of female stereotypes. The role of interaction with live models in breaking down stereotypic perceptions of males is discussed.A modified version of this paper was presented at the meeting of the Society for Research in Child Development, Denver, April 1975.     

Presence and Image Quality: The Case of High-Definition Television

Previous research has demonstrated that form variables can increase television viewers' sense of presence. The current broadcasting of high-definition television (HDTV) programming makes testing this relation between form and presence possible in a new context, image quality. In this experiment, television viewers watched either HDTV or standard-definition television images and then rated their viewing experience on a pencil-and-paper questionnaire. The results demonstrate that HDTV provided viewers with a greater sense of presence than the current standard, thus providing empirical evidence for the claim that improved image quality will lead to television viewers' experiencing presence. Additionally, the results suggest that with the coming of HDTV, sensations of presence will be both stronger and more common.     

Black Criminals and White Officers: The Effects of Racially Misrepresenting Law Breakers and Law Defenders on Television News

Participants were exposed to a crime story embedded in a newscast in a 3 (Officer Race—Black, White, or Race Unidentified) × 3 (Perpetrator Race—Black, White, or Race Unidentified) × 2 (Prior News Viewing—Heavy, Light) factorial design. Afterward, participants were asked the likelihood that the depicted officer and perpetrator were either White or Black. In addition, participants were asked how positively they viewed the officer who was featured in the story. Results revealed that race unidentified perpetrators were rated as having a high likelihood of being Black. In addition, heavy news viewers were more likely than light news viewers to express a high likelihood that the unidentified officer was White. Finally, heavy news viewers were more likely than light news viewers to have positive perceptions of unidentified officers, but not of Black officers featured in a newscast. The theoretical implications of these findings are discussed in light of cultivation and chronic activation.     

Television and beliefs about health care and medical treatment

A representative sample of London television viewers answered questions on their attitudes to the quality of medical care they might receive if hospitalized, on their beliefs about the scope for control over one’s health, on the Just World Scale, and on their experience of viewing each of three TV series dealing with health matters. One series is an anodyne soap opera, one a light-hearted talkshow, and the third is a powerful though cynical drama series. Viewing of the latter,The Nation’s Health, was negatively related to expectations of good treatment if hospitalized, a link that did not emerge with experience of the other two programs. Seen in greater detail, the ostensibly linear correlation appears more likely to be a U-shaped relationship with the heaviest viewers being resilient in confidence, unlike light viewers whose confidence may have been shaken enough to deter them from further viewing. The results are discussed as a parallel to the controversy between Gerbner et al. (1977) and Hirsch (1980).     

A preliminary study on the relationship between characteristics of TV content and delayed speech development in young children

Our previous population survey of 18-month-old children suggested an association between delayed language development and heavy TV viewing. We therefore collected all 85 videos described as children's favorites in that questionnaire to examine relationships between the characteristics of habitually viewed videos and language development. In the language delayed group, compared to the non-delayed group, the types of videos preferred more were “realistic animations” and “baby education” and the characteristics of videos were contained few close-ups of characters facing viewers, continued uninterruptedly between stories, had constant movement or transformation of characters, had a high frame rate of animation, and that adults readily kept on watching the videos even with the sound off. These characteristics were seen more in videos the above two types. These findings imply that habitual television/video viewing with characteristics that are not apt to elicit parent–child communication for long hours may affect delayed language development in young children.     

Tracking the psychosocial predictors of older individuals' television uses

The elderly spend considerable amounts of time with mass media, but little is known about the psychology of their viewing habits. This study compared the relative impact of social, structural, and psychosocial variables on the television uses of elderly viewers. The results of a survey of 113 older respondents indicated that psychosocial factors accounted for variance above and beyond that of demographic and situational factors in viewing of television entertainment programs, parasocial programs (e.g., soap operas), as well as in watching of television for companionship purposes. Emotional loneliness and locus of control proved particularly significant predictors of television behavior.     

Tracking the Psychosocial Predictors of Older Individuals' Television Uses

The elderly spend considerable amounts of time with mass media, but little is known about the psychology of their viewing habits. This study compared the relative impact of social, structural, and psychosocial variables on the television uses of elderly viewers. The results of a survey of 113 older respondents indicated that psychosocial factors accounted for variance above and beyond that of demographic and situational factors in viewing of television entertainment programs, para-social programs (e.g., soap operas), as well as in watching of television for companionship purposes. Emotional loneliness and locus of control proved particularly significant predictors of television behavior.     

Effects of Viewing “Holocaust” on Germans and Americans: A Just-World Analysis1

This study examines attributions of blame to the Nazis and the Jews for the events of the holocaust. The sample consisted of Germans and Americans who had viewed the television series “Holocaust” and comparison groups who had not seen the program. It was found that among viewers who identified with the Nazis, attributions of blame to the Jews were higher than among nonviewers or viewers who identified with the Jews. Attributions of blame to the Nazis did not vary as a function of viewing the television series. However, people who identified with the Nazis blamed the Nazis less for the holocaust than people who identified with the Jews. These results are discussed in terms of the justworld hypothesis (Lerner & Miller, 1978) and their implications for media presentations on the victims of oppression.     

Television viewing and perceptions of women's roles on television and in real life

Television has been heavily criticized in the popular press for the way it depicts women. Narrow and stereotyped portrayals of women may, according to some writers, cultivate misconceptions among the public about the way women are or should be. In a new investigation of this issue a survey study was undertaken with a large British sample in the London ITV region in which data were obtained on TV viewing behaviours and perceptions of the way women are portrayed on TV and beliefs about how they are or should be in real life. Results showed that only weight of action-drama viewing was significantly related to respondents' perceptions of women. Heavy viewers of action-drama content were more likely than light viewers to perceive women in reality as self-reliant, not quarrelsome with other women, not dependent on attractiveness to get on, and not preoccupied by romantic affairs. However, heavy action viewers also tended to believe that most women actually want to become mothers, and do not want careers, and more importantly that women ought to be like this. Only in some respects were these relationships consonant with those inferred by content analysts.