Watching the rich and famous: the cultivation effect of reality television shows and the mediating role of parasocial experiences

ABSTRACT

This study used cultivation theory to explore the relationship between exposure to reality television shows and college students’ beliefs about wealth and materialism. In addition, this study suggested parasocial experiences with reality show casts via social media as a mediating variable explaining the cultivation effects of reality shows. The survey results from 178 college students indicated a significant relationship between reality show exposure and beliefs about wealth and materialism. Also, the parasocial relationship developed with reality show casts had significant mediating impact. Findings contribute to the application of cultivation theory in explaining the effects of reality television show viewing in the new media environment.

KEYWORDS:

• Reality shows
• cultivation theory
• parasocial interaction
• parasocial relationship
• materialism

Disclosure statement

No potential conflict of interest was reported by the author.

Notes on contributor

Mi Rosie Jahng is an assistant professor in the Department of Communication, Wayne State University. Her research interests include digital media, crisis management, activism, health and science communication.