When Oprah Intervenes: Political Correlates of Daytime Talk Show Viewing

Abstract

This study examined the influence of daytime talk shows on opinion formation. Using agenda-setting and cultivation perspectives, it was hypothesized that both exposure to daytime talk shows and the apparent reality of these shows would be positively related to support for government involvement in social issues. In addition to exposure and apparent reality being positively related to levels of support, it was also found that both talk show exposure and respondent's reported perception of the apparent reality of television played a moderating role in the relationship between political ideology and support for government involvement in family issues. This study demonstrated that daytime talk shows can play a significant role in public opinion formation.

Notes

¹Reliability for this analysis was measured with Scott's pi, which was equal to .73.

²RR1 = I / [(I + P) + (R + NC + O) + (UH + UO)]

I = Complete intervie, P = Partial interview, R = Refusal and break-off,

NC = Noncontact, O = Other, UO = Unknown, other,

UH = Unknown if household/occupied