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.     

Processing strategy moderates the cultivation effect

This study tested the hypothesis that processing strategy moderates the effect of television viewing on social perceptions (cultivation effect). One hundred twenty‐two male and female students provided estimates of the prevalence of crime, occupations, affluence, and marital discord under one of three conditions. Some participants were induced to process heuristically (heuristic group) through instructions to provide their estimates spontaneously with little elaboration. Other participants were induced to process systematically (systematic group) through an accuracy motivation/task importance manipulation. A third (control) group received instructions to simply answer the questions. The results indicated that processing strategy moderated the cultivation effect such that cultivation effects were noted in the heuristic and control groups but not in the systematic group. These results are consistent with the notion that the cultivation effect can be explained in part as the result of heuristic processing through lack of source discounting, and they provide support for the heuristic processing model of cultivation effects.     

German Abstract

The magnitude of the cultivation effect for perceptual estimates of social reality has been shown to be affected by a number of contextual factors such as source priming and motivation to process information during judgment construction, and these contextual factors have been linked to the use of heuristic processing strategies when constructing judgments of frequency and probability ( L. J. Shrum, in press ). An experiment that manipulated data collection method explored the implications of these findings. A random sample of general population respondents were randomly assigned to either telephone or mail survey conditions. Because telephone surveys generally result in greater heuristic processing than mail surveys, telephone surveys were expected to produce larger cultivation effects than mail surveys. Results showed that not only were the magnitude of the estimates of affluence, crime, vice, marital discord, and occupations generally greater in the telephone than in the mail survey but the correlation of the estimates with amount of viewing was also greater in the telephone than in the mail survey. The implications for measuring the cultivation effect are discussed.     

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 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.     

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.     

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.     

Mainstreaming,resonance, and impersonal impact.

People may use information from a variety of sources in constructing their judgments of crime risk, including direct experience, word‐of‐mouth, and the mass media. One hundred fifty‐eight general population respondents provided 3 estimates of risk of violent crime: societal crime risk, personal crime risk to themselves in their own neighborhood, and personal crime risk to themselves in New York City. Respondents' level of television viewing was related to their estimates of societal crime risk and to their estimates of personal crime risk in New York City (p < .05) but not to their estimates of personal crime risk in their own neighbourhood (p < .05): all 3 risk estimates were related to respondents' level of television viewing only for those with high direct experience with crime, results that are consistent with Gerbner's concept of resonance (Gerbner et al., 1980). The implications for the concept of impersonal impact (Tyler, 1980) and Gerbner et al.'s concepts of cultivation and mainstreaming are also discussed.     

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).     

An examination of the differential relationship of marital discord to parents' discipline strategies for boys and girls

Previous research has tentatively indicated that coercive, ineffective parenting might have a mediating role in the differential impact of marital discord on boys and girls. To further explore this role, we examined the relationship between children's perceptions of marital discord and their evaluations of parental discipline techniques. Ninety-one children aged 8 to 13 years (mean age: 11 years 4 months) were split into high, moderate, and low perceived marital discord on the basis of their responses to the Children's Perceptions Questionnaire (Emery & O'Leary, 1982). The children rated how coercive they believed both mothers and fathers would and should be in three discipline situations. Children with high marital discord indicated that both mothers and fathers would and should use more coercive behavior than did children with low marital discord. The effects of marital discord were stronger for boys than for girls. All children also believed that fathers would and should be more coercive than mothers. Results are discussed in relation to the effects of marital discord on children's social development with regard to sex of the child.Thanks are due to Mike Siegal and Pat Noller for their helpful comments on previous drafts.     

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.     

The relationship of television viewing to physical fitness and obesity

The purpose of this study was to determine the extent to which light, moderate, and heavy television viewing relates to multiple measures of obesity and physical fitness among 379 high school males. The Body Mass Index and Tucker's Perceived Somatotype Scale were employed to assess obesity; physical fitness was measured by six tests: pushups, pullups, sidestep, long jump, situps, and jog-walk. Results showed that light television viewers scored significantly better than heavy viewers on a composite fitness index and on pushups, pullups, sidestep, situps, and jog-walk considered individually. Similarly, light viewers performed better than moderate viewers on the composite fitness measure and on pushups, pullups, and jog-walk. Light viewers displayed a strong tendency toward better fitness than moderate viewers on the long jump, situps, and sidestep tests, although statistical significance was not attained. Light viewers were not significantly less obese than moderate or heavy viewers. Statistical control of the demographic variables, applied simultaneously, had little influence on the associations found in this study. The findings indicate that for purposes of good physical fitness, television viewing should be limited to one hour or less per day.     

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.     

Pornography use and marital quality: Testing the moral incongruence hypothesis

Studies often report a negative association between pornography use and marital quality. A number of studies, however, find this negative association to be stronger among religious Americans, suggesting that “moral incongruence” may be a key moderating factor. This theory is tested with panel data from the nationally representative 2006–2012 Portraits of American Life Study (N = 612). Support for the theory is mixed. Any pornography use in 2006 predicts lower marital quality in 2012 regardless of whether the viewer felt pornography use was always immoral. However, among pornography viewers, the negative association between marital quality and viewing frequency is stronger for those who morally oppose pornography. Findings hold regardless of gender. Data limitations and implications for future research are discussed.     

Marital Discord and Suicidal Outcomes in a National Sample of Married Individuals

Suicide is the tenth leading cause of death in the United States, with an average of 105 suicides committed daily. The association between marital discord and 12‐month prevalence of suicidal ideation and suicide attempt was studied in a population‐based sample of married adults (N = 1,384). Marital discord was significantly and positively associated with suicidal ideation and suicide attempt, and these associations remained significant when controlling for demographics and 12‐month prevalence of mood, anxiety, and substance use disorders. Results suggest that marital discord is an important correlate of suicidal outcomes and may be important to target in preventing and treating suicide.     

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.     

Children's perceptions of marital discord and behavior problems of boys and girls

Children's feelings of nonacceptance and their perceptions of their parents' marital discord were related to parental measures of marital satisfaction and behavior problems in the children. In a sample of 50 clinic children, it was found that (1) marital discord, as predicted, was most strongly related to conduct problems in boys, (2) boys and girls perceived parental marital discord with equal and moderate accuracy, and (3) children's feelings of nonacceptance were not significantly related to ratings of marital discord. These findings are discussed as they relate to etiological explanations of the impact of marital discord on children.     

Audience Activity and Soap Opera Involvement A Uses and Effects Investigation

This investigation examined the role of motives, attitudes, and audience activity in explaining the affective, cognitive, and behavioral involvement of 328 daytime soap opera viewers. Because inter correlations were found among motives, attitudes, activities, and involvement variables, canonical correlation analysis was used. There were two multivariate patterns. First, except for viewing to pass time, more salient viewing motivations (especially exciting entertainment and social utility), perceived realism, viewing intention, and attention were related to parasocial interaction, post viewing cognition, and post viewing discussion. Second, viewing for social utility, but not for voyeurism, and the lack of realism were related to post viewing discussion, but not to parasocial interaction. These audience orientations and the role of involvement in media uses and effects were discussed.     

Specificity of the Association between Marital Discord and Longitudinal Changes in Symptoms of Depression and Generalized Anxiety Disorder in the Irish Longitudinal Study on Ageing

This longitudinal study was conducted to evaluate actor and partner effects of marital discord on changes in symptoms of depression and generalized anxiety disorder (GAD) in a large population sample of Irish adults (N = 1,445 couples), adjusting for the potential confounds of quality of other social relationships and other psychopathology symptoms. The Actor–Partner Interdependence Model was used to examine actor and partner effects of marital discord on changes in symptoms of depression and GAD at a 2‐year follow‐up. Additional models examined these associations adjusting for family and friend discord and symptoms of the other type of psychopathology (depressive or GAD symptoms). Actor effects of marital discord on depressive and anxiety symptoms were greater for men than for women. There were significant, positive actor effects of marital discord on depressive symptoms for husbands and wives, which remained significant when adjusting for family and friend discord and GAD symptoms. There were significant, positive actor effects of marital discord on GAD symptoms for husbands, which remained significant when adjusting for family and friend discord and depressive symptoms. Results demonstrate that longitudinal associations between marital discord and depressive symptoms (for wives and husbands) and GAD symptoms (for husbands) are incremental to other rival explanations (family and friend discord and the other set of symptoms). Findings provide evidence for a potential causal association leading from marital discord to symptoms of depression and GAD.     

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.