Some methodological problems in cross-cultural media research

Abstract

The differential availability and use of television around the world serves to highlight some persistent methodological problems frequently encountered in cross-cultural psychological research. Focal antecedent variables that exist prior to a study and focal consequent variables which occur later in time should be discussed in terms of focal theory. A major problem in cross-cultural research is to determine the extent to which ambient factors can provide plausible alternative explanations for any observed differences between cultures caused by some focal variable. Various ways in which television can be used as either an independent variable, a mediating variable, or as a dependent variable are summarized. A brief discussion of problems involved in studying the effect of television on the cognitive abilities of Native Alaskan children illustrates some of the methodological problems in cross-cultural media research.