Television and Enculturation Among Korean Adolescents: Cultivation Analysis

The purpose of this study is to describe some possible elaborations of the cultivation hypothesis and present relevant evidence from a Korean student sample. The central hypothesis of this study is that greater television viewing is associated with Korean students ' attitudes in terms of sex roles, the family system and social values. Using the postulates and methodology of the cultivation analysis approach to mass communication, this study employs a two-pronged research strategy: message system analysis and cultivation analysis. Message system analysis began by collecting a one-week sample of television programs from the three Korean television networks. The sample includes all programming on all three networks aired during one week of prime time in March 1987. For cultivation analysis, a questionnaire was administered to 1,169 students attending four junior and senior high schools in two different suburb areas of Seoul, Korea. Within the clear limitations of measures, the findings indicate that the heavy Korean television viewing is related to traditional sex roles and to a distorted social reality on social values