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Abstract
This study replicated and extended previous research that investigated the contribution of soap opera viewing motives to cultivation. A survey method was employed to measure soap opera viewing motives, attitudes, behaviors, and cultivation perceptions of 313 college student soap opera viewers. Contrary to the assumptions of the cultivation hypothesis, the limited cultivation effect observed was related to more instrumental soap opera viewing motives, as well as higher soap opera viewing levels, longer viewing duration, and higher levels of affinity and perceived realism.