College in the media: the relationship between repeated exposure and college expectations |
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| Authors: | Roland Nuñez |
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| Institution: | Educational Leadership and Policy Studies, Oklahoma State University, Stillwater, OK, USA |
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| Abstract: | Media consumption can influence viewer perceptions and attitudes. Recent research on media’s effect on college students has failed to address gender differences. Using Mere Repeated Exposure Theory (traditionally used in marketing research), this study aims to answer three research questions regarding college media consumption and college perceptions: What types of fictional college media do college students consume? How does college media consumption differ by gender? How does fictional college media consumption relate to perceived college expectations? Results suggest that college students who consume high amounts of fictional college media are more likely to have positive attitudes towards partying and socializing in college. High consumers of college media, however, do not believe that college media influences their college perceptions. Men are more likely to socialize in college and are more aware than women that college media influences their college perceptions. Women are more likely to believe that college is difficult regardless of media consumption. |
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| Keywords: | Social development college media mere repeated exposure college transition media consumption |
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