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Abstract
Cultivation theory claims that individuals who watch a greater amount of television are more likely to accept the representation of reality as presented on television. This study introduces the variable of exposure diversity and attempts to investigate if the diversity of television channels viewed plays a significant role beyond the amount of television viewed in the cultivation of concern about environmental risks. Data from the 2002 annual Life Style Study conducted by Synovate for DDB-Chicago was paired with a corresponding content analysis of environmental television coverage. Ordinary-Least-Squares regression suggests that exposure diversity is associated with concern of environmental risks above and beyond both the effects of the amount of television watched and individual differences, suggesting the variable of exposure diversity holds promise for further explicating cultivation theory.
Notes
1. A more specific response rate or cooperation rate based on standard AAPOR definitions (AAPOR, Citation2008) were not available from Synovate.
2. Sex was coded 1 = male and 2 = female with 44% male and 56% female responding. The race of the respondents was 68% white, 22% black, 7% Hispanic, and 3% other. Age was coded as follows: 1 = 18–24, 2 = 25–34, 3 = 35–44, 4 = 45–54, 5 = 55–64, and 6 = 65 and over (M=3.71, SD = 1.49). Education level was coded as follows: 1 = Attended Elementary School, 2 = Graduated from Elementary School, 3 = Attended High School, 4 = Graduated from High School or Trade School, 5 = Attended College, 6 = Graduated from College, and 7 = Attended 5–8 year school or Graduate School (5.03, SD = 1.11). Income was coded as follows: 1 = under $20,000, 2 = $20,000–$29,999, 3 = $30,000–$39,999, 4 = $40,000–$49,999, 5 = $50,000–$59,999, 6 = $60,000–$69,999, 7 = $70,000–$99,999, 8 = $100,000 or more (M=4.28, SD = 2.39).
