Communication processes and consumerism: The case of Venezuela

Abstract

This study investigates the influence of various television content types on different dimensions of consumerism. We hypothesize that exposure to different content on television (entertainment programming, telenovelas, and news) influences ideas on consumerism differentially. Interpersonal discussion of societal issues is assumed to have a positive impact on consumerism. Finally, we predict that several indicators of location within the social structure affect both communication processes and consumerism conceptions. Survey data were collected in a large metropolitan area of a media‐rich, underdeveloped society. Using structural equation modeling with latent variables, the proposed model provided a good fit There is at least partial support for most of the hypotheses. We conclude that communication processes have predictable effects on what individuals perceive to constitute a good life in both abstract and concrete terms, and that this may have implications for pursuing development plans.

Key Terms:

• Consumerism
• cultivation analysis
• interpersonal discussion
• materialism
• Venezuela