Reexamining the Link Between Cultivation Factors and Viewer Involvement: Investigating Viewing Amount as a Catalyst for the Transportation Process |
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| Authors: | Sean M Horan Matthew M Martin Nicole Smith Meghan Schoo Mary Eidsness Angela Johnson |
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| Institution: | 1. West Virginia University , Seanmhoran@gmail.com;3. Department Chair ,;4. West Virginia University , |
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| Abstract: | In an effort to expand on prior cultivation research involving narrative processing (Bilandzic &; Busselle, 2008
Bilandzic , H. , &;
Busselle , R. W. ( 2008 ). Transportation and transportability in the cultivation of genre-consistent attitudes and estimates . Journal of Communication , 58 ( 3 ), 508 – 529 . doi: 10.1111/j.1460–2466.2008.00397.x Crossref] , Google Scholar]), this study examined the interrelationships between viewing amount and the transportation process. Results showed that transportation mediated the relationship between genre-specific television viewing and perceived realism, while overall television viewing directly predicted reduced counterarguing. In addition, structural equation modeling was employed to test a combined cultivation-transportation model leading to changes in viewer excessive drinking perceptions. Findings indicated that genre-specific television viewing indirectly influenced beliefs through increased transportation. Conversely, a significant, direct path was found between overall viewing and excessive drinking beliefs, supporting the original cultivation perspective. |
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| Keywords: | Anticipated Communication Cancer First Impressions HIV Illness Information Seeking Intimacy Predicted Outcome Value |
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