Cross-National Diffusion: The Effects of Canadian TV on Rural Minnesota Viewers

Abstract

This paper reports an empirical test of the effect of cross-national television on viewers' attitudes and cognition. Interviews were given to adult (N = 414) and high school (N = 218) populations in three northern Minnesota locations; one receiving Canadian TV only, one receiving Canadian and U.S. TV, and one receiving U.S. TV only. Controls for other media use, other exposure to Canada, and various socioeconomic dimensions were employed. Substantial cognitive and attitudinal effects were found. Cognitive effects were generally stronger than attitudinal effects, and cognitive and attitudinal effects toward sending country were stronger than toward receiving country. The pattern of effects differed somewhat in the adult and student samples.

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