Soap opera viewing motivations and the cultivation process

Rodney Andrew Carveth · Alison Alexander

134 citations0/0 files storedJournal of Broadcasting & Electronic Media

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Media Influence and Health Media Studies and Communication Media and Digital Communication

Abstract

Previous research of possible cultivation effects of television viewing has ignored television viewing motivations as possible variables in the construction of a “television world view.” Results of the present survey of 265 college student soap opera viewers revealed that the interaction of soap opera exposure and viewing motivations better explains cultivation effects based on soap opera content. Viewers who frequently and ritualistically select soap operas as an undemanding activity may be most vulnerable to the genre's messages.

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References

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1999Contributions of entertainment television to adolescents’ sexual attitudes and expectations: The role of viewing amount versus viewer involvement 2005Television and Adolescent Body Image: The Role of Program Content and Viewing Motivation 1995Assessing the Social Influence of Television 1990Television exposure measures and the cultivation hypothesis 2012Uses and Gratifications 1988

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