Use Studies IDENTIFIERS Audience Response; *Cultivation Theory (Television);

Cultivation theory states that television engenders negative emotions in heavy viewers. Noting that cultivation methodology contains an apparent response bias, a study examined relationships between television exposure and positive restatements of cultivation concepts and tested a more instrumental media uses and effects model. Cultivation was thought to be linked to greater viewing selection, intention, attention, and perceived realism. Subjects, 392 adults (ages 17 to 88, 50.5 % male, 49.5 % female) completed a questionnaire. Correlation analysis showed television exposure to be unrelated to the positively worded_cultivation measures; program selectivity was_related_to_all cultivation measures except interpersonal connectedness. Regression analyses added that individual demographic differences and program selectivity accounted for_most_of the variance in cu3tivation perceptions. Findings suggested that methodology may explain cultivation effects that have been attributed to television exposure levels, and that, by using positive concepts, the notion thpt TV can have only_negative influences on personal perceptions is underscored as a fallacy. Findings also suggested_that television may not be the dominant influence on many_interpersonal perceptions. The instrumental media uses and effects model tested with some success. (Five tables of data and notes are appended.) (Author/NKA) Reproductions supplied by EDRS are the best that can be made from the original document. ra