Cultivation Effects of Television Broadcasting and Online Media

Conference paper

Abstract

In the era of social media, Online Media is so popular that everyone can use their electronic devices to access in anytime and anywhere. At the same time, although Television is named as traditional media, it is still influential owing to its popularity and attractiveness. In the past few decades, Cultivation Theory was developed by George Gerbner which examined the long-term effects of Television. Since Online Media has similar function as Television, it is important to find out the possibility of Online Media having cultivating effect. Besides, it is crucial to examine the application of cultivating effects of Television. This study is under quantitative analysis with using a survey questionnaire administered to a sample of 258 undergraduate students. The results indicate that TV Viewing is an important determinant of Changes of Concept of Social Realities, with beta = .296 (p < 0.001) and R2 = 0.114. Also, Use of Online Media is an important determinant of Behavioral Intention, with beta = 0.379 (p < 0.001) and R2 = 0.141.

Keywords

Television Online media Social realities Intention Behavior 

References

  1. Appel, M. (2008). Fictional narratives cultivate just-world beliefs. Journal of Communication, 58(1), 62–83.CrossRefGoogle Scholar
  2. Beullens, K., Roe, K., & Van den Bulck, J. (2011). The impact of adolescents’ news and action movie viewing on risky driving behavior: A longitudinal study. Human Communication Research, 37(4), 488–508.Google Scholar
  3. Gerbner, G., & Gross, L. (1976). Living with television: The violence profile. Journal of Communication, 26(2), 172–194.CrossRefGoogle Scholar
  4. Huang, J., Chen, R., & Wang, X. (2012). Factors influencing intention to forward short internet videos. Social Behavior & Personality: An International Journal, 40(1), 5–14.CrossRefGoogle Scholar
  5. Jensen, J. D., Bernat, J. K., Wilson, K. M., & Goonewardene, J. (2011). The delay hypothesis: The manifestation of media effects over time. Human Communication Research, 37(4), 509–528.CrossRefGoogle Scholar
  6. Kahlor, L., & Eastin, M. S. (2011). Television’s role in the culture of violence toward women: A study of television viewing and the cultivation of rape myth acceptance in the United States. Journal of Broadcasting & Electronic Media, 55(2), 215–231.CrossRefGoogle Scholar
  7. Lee, C., & Niederdeppe, J. (2011). Genre-Specific cultivation effects: Lagged associations between overall TV viewing, local TV news viewing, and fatalistic beliefs about cancer prevention. Communication Research, 38(6), 731–753.CrossRefGoogle Scholar
  8. Lewis, S., & Shewmaker, J. (2011). Considering age and gender: A comparative content analysis of sexualization of teen celebrity websites. The International Journal of Interdisciplinary Social Sciences, 5(12), 215–224.Google Scholar
  9. Lin, J., & Cho, C. (2010). Antecedents and consequences of cross-media usage: A study of a TV program’s official web site. Journal of Broadcasting & Electronic Media, 54(2), 316–336.CrossRefGoogle Scholar
  10. Riddle, K., Potter, W., Metzger, M. J., Nabi, R. L., & Linz, D. G. (2011). Beyond cultivation: Exploring the effects of frequency, recency, and vivid autobiographical memories for violent media. Media Psychology, 14(2), 168–191.CrossRefGoogle Scholar
  11. Shrum, L. J., Lee, J., Burroughs, J. E., & Rindfleisch, A. (2011). An online process model of second-order cultivation effects: How television cultivates materialism and its consequences for life satisfaction. Human Communication Research, 37(1), 34–57.CrossRefGoogle Scholar

Copyright information

© Springer Science+Business Media Singapore 2015

Authors and Affiliations

  1. 1.Online Communication Research Centre, Department of Journalism and CommunicationHong Kong Shue Yan UniversityHong KongChina

Personalised recommendations