Digital Commons Network^™

Applying Cultivation Theory In Determining The Relationship Between Sns Use And Optimism/Pessimism Of Adults In The United States And The Moderating/Mediating Effects Of Platform, Content, And Connections On This Relationship, Joshua A. Senne

Doctoral Dissertations and Projects

The purpose of this study was to determine the relationship between degree of social networking site (SNS) use and optimism/pessimism means scores from the optimism/pessimism instrument (OPI) for SNS users who are age 18+ and live in the United States. The purpose of the study was also to determine how the main type of platform used, main type of content viewed, and number of connections mediated and/or moderated this relationship. The research problem was that SNSs are becoming a prominent form of media and little research has examined how the degree of exposure to SNSs cultivate psychological states, especially in …

Exploring Demagoguery And Political Rhetoric’S Impact Through Social Media, Avery Palsma

Honors Thesis

Demagoguery refers to political rhetoric and activity that seeks support by appealing to the desires and prejudices of ordinary people. Demagogues are political leaders, such as Donald Trump and Adolf Hitler, who gain power by using a destructive approach to popular discourse. They influence culture by perpetuating and influencing ideologies, allowing them to take advantage of and fuel a dominating culture. Demagogues are present in today’s culture as the political divide becomes greater. This study aims to explain why demagogues are so influential and how social media might be contributing to their growth. In order to do this, three communication …

Gender Roles In Super Bowl Commercials: A Qualitative Longitudinal Content Analysis From 2013-2022, Christa Loree Havenhill

Doctoral Dissertations and Projects

Although numerous studies have examined gender stereotypes in advertising, relatively few have investigated the communication of gender roles in Super Bowl commercials. The Super Bowl attracts the largest televised audience in the United States; thus, it holds the power to shape, influence, and reinforce attitudes and beliefs. Through a sociocultural lens, this qualitative study examines the communication of gender roles in Super Bowl commercials across a 10-year period from 2013 to 2022. Utilizing a longitudinal content analysis design, 279 Super Bowl advertisements from 2013, 2016, 2019, and 2022 were analyzed. The problem addressed is how the depiction of gender roles …

Authentically (Un)Real Assessing Vh!'S Basketball Wives And Its Violent & Colorist Portrayals Of Black Women., Wilma Denae Powell

Electronic Theses and Dissertations

Does reality television serve as solely a form of entertainment, or could reality television also be maintaining hegemonic beliefs and reinforcing biased views of Black women? Since 2010, Vh1’s Basketball Wives has given audiences the opportunities to entertain themselves by watching women who are/were married to, dating, or are the mothers of children fathered by professional basketball players. Despite the show’s name, few members of the cast are currently married and audiences only get mere glimpses of the cast in motherly or marital interactions. So, what does Basketball Wives offer audiences who tune in to watch Black women for entertainment? …

Nutritional Messaging: To Eat Or Not To Eat?, Christina Triptow

Theses and Dissertations

There is a great deal of diet-specific processed foods on the market today. With so many options it can become difficult for consumers to decide what products to purchase. This situation is further intensified by the plethora of contradictory messages found in food advertising, especially in weight loss and dieting food advertising, but also seen in government nutrition campaigns and all over the internet on platforms like social media, blogs, and so forth. These messages can be confusing and frustrating for consumers as they try to decipher which foods they should eat to reach their health or weight loss goals. …

Cultivation 2.0: The Mediated Environment As Message In The 21st Century, Chelsea Slack

All Dissertations

It is hard to deny social media and its omnipresence is affecting users. What’s more, the online mediated environment is becoming increasingly diverse, with more social media platforms being created and used each year. What is social media doing to us? How do different platforms affect views of users? To answer these questions, this study applied cultivation theory to the mediated environment, which included the social media platforms of Facebook, Instagram, Twitter, YouTube, Snapchat, and TikTok. With 413 respondents, the results of this study indicated that Facebook consumption is related to first order cultivation effects, and non-Facebook platforms contribute to …

Sexual Consent On Social Media: How College Students' Exposure To Sexualized And Party-Related Content On Social Media Relates To Their Sexual Consent Beliefs, Attitudes, And Intentions, Andrea Marie Smith

Dissertations - ALL

Sexual assault remains a prevalent issue on college campuses across the United States. Significant research has argued that to reduce the sexual assault rates on college campuses, it is vital to understand the cultural and contextual factors that may affect sexual consent communication between college students. One of these important contextual factors is social media. Social media are a persuasive and influential part of a college student's daily life, especially when it comes to creating and sustaining relationships with others. The purpose of this dissertation was to understand how college students may use social media to interpret a person's willingness …

Cultivating Courage: Medical Dramas And Portrayals Of Patient Self-Advocacy, Alyssa H. Harrell

USF Tampa Graduate Theses and Dissertations

This study investigated the influence of medical dramas on perceptions of patient self- advocacy. With a purposeful sample of college students, the study explored perceptions of information seeking preferences of a medical drama patient. With a quasi-experimental design using an online questionnaire containing both qualitative and quantitative measures, the study was able to compare four unique variables to perceptions of the information seeking preferences of a medical drama patient. The study analyzed the influence that (1) medical drama exposure, (2) patient advocacy rating, (3) perceived realism of medical dramas, and (4) previous experience healthcare each had on college students’ perceptions …

Military-Themed Video Games And The Cultivation Of Related Beliefs And Attitudes In Young Adult Males, Greg Blackburn

Doctoral Dissertations

Military themed games have been broadly critiqued as ideological vehicles that support western military institutions and militaristic attitudes. At the heart of these critiques is a concern for the potential influence these games may have on their audience, yet little empirical evidence exists to either support or refute that concern. Using cultivation theory as a general framework, this study investigates whether associations between playing military themed video games and military-related thoughts, beliefs, and attitudes can be found in an online, national survey of 410 young adult men. Consistent with cultivation theory’s predictions, significant associations between the use of military themed …

Crime Television Viewership And Perceived Vulnerability To Crime Among College Students, Madison S. Seymour

Honors Theses

This study focused on college students’ viewership of the crime drama television shows NCIS, Law and Order, Criminal Minds, and CSI as well as students’ perceived vulnerability to crime. The aim of the study was to determine if there is a relationship between the viewing of crime dramas and perceived vulnerability, based on the theories of mean world syndrome and cultivation. The study also examined the platform viewers used to watch crime dramas, whether that was streaming services or other options such as cable or satellite television. The chosen platform was also compared with perceived vulnerability to crime.

To collect …

The Cultivation Theory And Reality Television: An Old Theory With A Modern Twist, Jeffrey Weiss

Capstone Showcase

George Gerbner, a Hungarian-born professor of communication, founded the cultivation theory, one of the most popular and regarded theories in the communications world. Developed in the mid 20th century, the theory focus on the long-term effects of television on people. Longer exposure to signs, images and people on television cultivates their perception of reality in the real world. The television became a household staple during this time. Families often spent time together watching programming together, however, it played out different effects for each person. Television's constant visual and auditory stimulation on a person made it easier to cultivate certain messages, …

A Content Analysis Of Relationships And Intimacy In Teen Dramas On Television, Sara Valoise Lamb

Theses and Dissertations

Television programs continue to play a significant role in a teenager's life as they become involved in dating relationships. Adolescence is a pivotal period of life. Teenagers' usage of media, especially television, provides a source of norms and scripts of what a relationship looks like. The portrayals of sexual content in teen programs has become a source of sexual information instead of parents and peers. Many parents are unaware of the sexual content teen programs deliver to their audiences. This study analyzes how teen dramas create expectations through their portrayal of relationships and intimacy on television. Five teen television programs …

A Meat Paradox: Media's Role In Mitigating The Omnivore's Dilemma, Karyn Camille Lewis

Master's Theses

The purpose of this research is to identify and understand media’s role in meat consumption and a disassociation of meat and its animal of origin. This study questions consumer behavior based on media portrayals of meat products as well as how consumers perceive these portrayals, meat consumption patterns based on media and family influence, and the types and levels of satisfaction (ex: self-esteem or masculinity) consumers receive from meat products.

A quantitative research approach was proposed for this study. The primary research method was a survey among students, faculty and staff at The University of Southern Mississippi. A total of …

Conceptualizing Television Viewing In The Digital Age: Patterns Of Exposure And The Cultivation Process, Lisa Prince

Doctoral Dissertations

With an ever-increasing variety of platforms, devices and services to choose from, new media technologies have altered and transformed the television viewing experience. With television more accessible and convenient than ever, viewers are consuming even more content, ensuring that television continues to dominate the cultural landscape. Therefore, it is imperative to understand how television viewing in the current media environment impacts audiences. For more than fifty years, cultivation theory has proven to be an enduring and generative research approach to understanding how exposure to the world of television shapes audiences' views of social reality. However, no cultivation study to date …

Cultivating Intergroup Emotions: An Intergroup Threat Theory Approach, Anita Atwell Seate Atwell Seate, Rong Ma, Hsin-Yi Chien, Dana Mastro

Scholarship and Professional Work - Communication

The current study tests whether media consumption is associated with negative intergroup emotions toward Blacks, Latinos, and Asians and whether media use indirectly influences intergroup emotions via threat perceptions. We do so using a two-study survey design. Results from Study 1 indicated that media consumption is associated with anger toward Latinos and Asians but not anger toward Blacks. We also found that media use was associated with anxiety toward Blacks, Latinos, and Asians. Results from Study 2 indicated that media use indirectly influences anger and anxiety toward Blacks and Latinos through perceptions of threat. Media consumption did not indirectly influence …

Cultivating Conceptions Of Masculinity: Television And Perceptions Of Masculine Gender Role Norms, Erica Scharrer, Greg Blackburn

Communication Department Faculty Publication Series

The potential of television to both reflect and shape cultural understandings of gender roles has long been the subject of social scientific inquiry. The present study employed survey methodology with 420 emerging adult respondents (aged 18 to 25) in a national U.S. sample to explore associations between amount of time spent viewing television and views about “ideal” masculine gender roles. The viewing of particular television genres was explored in addition to (and controlling for) overall amount of time spent with the medium, using cultivation theory as the theoretical foundation. Results showed significant statistical associations between viewing sitcoms, police and detective …

Parents’ Television Viewing And The Cultivation Of Materialism Among Families With Young Adult Offspring, Laras Sekarasih

Doctoral Dissertations

Employing cultivation theory as a guiding framework, and utilizing online survey responses from 303 young adults aged 18 to 25, this study examined how parents’ television viewing cultivates materialism among parents and young adult offspring, as well as offspring’s social comparison and life satisfaction. Path analyses revealed the evidence for intergenerational cultivation through parents’ materialism for the success and happiness dimensions of materialism. For the two dimensions, parents’ general television viewing positively predicts their own materialism, which in turn is positively associated with their children’s materialism. Somewhat differently, the analysis on the centrality dimension of materialism suggest that parents’ general …

Dating Across Difference: A Rhetorical Analysis Of Interracial Same-Sex Relationships In Targeted Media Outlets, Victor Santana-Melgoza

Open Access Theses & Dissertations

The purpose of this study is to examine how interracial same-sex relationships are constructed and communicated within gay themed media outlets, specifically magazine publications, and the possible effects such construction may have on various consumer populations through the frame of cultivation theory. I studied three major gay publications and surveyed 90 articles for both textual content and visual representation. Categories were then created and articles were grouped by relevance to each category. Through iterative processes, the number of useable articles fell to 68. Articles were mainly captured using online sources. Through this medium of online reading, other access points were …

The Influence Of Medical Dramas On Patient Expectations Of Physician Communication, Kayla M. Fadenrecht

Graduate Student Theses, Dissertations, & Professional Papers

The present investigation applies para-social contact theory to better understand the role of viewing a medical drama on patients’ expectations towards physician’s empathic communication. Results demonstrate that overall, participants form para-social relationships with television characters. Exposure to the stimulus in the current study did not influence participants’ communicative expectations or para-social interaction with characters on the medical drama used. A positive correlation was found between para-social interaction with televised characters and patient expectations. Results are discussed with an emphasis on how Cultivation theory describes the role between exposure to medical dramas and patient expectations, as well as para-social interaction theory.

Chronic Pain In Entertainment Media: Using Empathy To Reduce Stigma, Rebecca Lang

LSU Master's Theses

Entertainment media represent a primary source of health information, making it a prime area of research for wide-spread health issues such as chronic pain. Chronic pain conditions can elicit stigmatization due to pain representing a subjective experience; coming to understand the experience of a person in pain can reduce stigma for that person as well as the entire group of people with chronic pain. Entertainment media, through the use of an engaging narrative and characters, can portray an illness experience that potentially elicits empathy and reduces stigma for chronic pain conditions. This study is among the few to employ empathy …

Mtv’S Jersey Shore: An Educator On Interpersonal Relationships, Gender Roles And Embracing Manhood, Brooke Swift

Honors College Theses

Throughout the history of research in the media much has been said about the connection to social learning through television. With the rise of popular genre reality television, my findings proved a lack of previous research on reality television. By using Gerbners’ cultivation theory and my own textual analysis of MTV’s Jersey Shore season five, the following research provides direct messages from the show about gender norms, heteronormative relationships and women in the male gaze. This paper presents the audience with connecting past research on social learning through media to the messages that are being conveyed to our younger generations …

Of Course A Handgun Can Take Down A Helicopter: Cultivation Effects Of Military-Style Video Games, Michael J. Kurtz

ETD Archive

The goal of this study is to add to the literature that extends the theory of cultivation into the realm of video games. Video game studies incorporating cultivation stress the importance of specifying a single genre of video games and measuring the cultivation effect, due to the lack of homogenous content between video games. It is possible that video games are actually an antithesis to the theory of cultivation because of content that is user-generated, which not only dissolves homogeneity between different games, but also the same game. Cultivation research has also suggested that second- order cultivation effects (on attitudes …

Claims Of Mistaken Identity: An Examination Of U.S. Television Food Commercials And The Adult Obesity Issue, Cristina Delgado

Electronic Theses and Dissertations

Obesity is one of the major public health issues in the United States, often regarded as part of a global crisis. Companies invest billions of dollars each year towards television advertising campaigns aimed at convincing audiences how their ground-breaking discovery 'battles the bulge' or somehow offers an increased health benefit. This study examined how advertisers presented health-related claims, including health and nutrient-content claims, in U.S. adult-targeted television food commercials. The claims were compared to FTC, FDA, and USDA laws, regulations, and recommendations. A content analysis of food advertising was conducted of commercials from major and cable network programs broadcast during …

The Portrayal Of Science In Children's Television, Tristi Bercegeay Charpentier

LSU Master's Theses

Scholars argue that a scientifically literate public is a requirement for a democracy. Children are watching television more today than ever before, and studies have shown that children learn academically educational content from television. The Children's Television Act of 1990 requires broadcasters to provide educational and informational content for children. This study qualitatively evaluated a sample of 38 children's television programs to obtain a description of the scientific content contained in children's television. The study yielded a large quantity of scientific content, yet the quality of the content left much to be desired. Based on the findings of this study, …

Looking Through Rose Colored Glasses:The Media's Influence On Perceptions Of Romance And Marriage, Brianne Straub

Electronic Theses and Dissertations

This study examined the relationship between different media and expectations about romantic relationships and marriage. Participants were asked to complete a survey that measured different romantic constructs and the types of media exposures on a daily and weekly basis. The variables were measured to determine the effect the media play in a person's perceptions on romantic relationships and marriage. The results of the study concluded that although general television viewing does not predict perceptions about romance and marriage, the romantic genre of television programs as well as magazines do have a role in predicting romantic perceptions.

Direct-To-Consumer Advertising Of Prescription Medicines: Framing With Imprecise Frequency Descriptors, Mikah Zangla

LSU Master's Theses

The purpose of the study was to determine how often and to what degree “imprecise frequency descriptors” are used in prescription drug print ads. These descriptors along with the side effects they describe were compared to their corresponding prescription medicine websites and analyzed to determine whether or not the general public is being misinformed and/or misled in terms of side effect warnings by current drug advertising. Content analysis of Direct-to-Consumer (DTC) prescription drug advertisements found in five of the top seven magazines most likely to be consumed by readers over age 65 was the method of investigation for this study. …

Behind The Scenes: Uncovering The Structures And Manipulations Of Tabloid Talk Show Workers, Guests And Audiences, Kelly Thompson Losch Deshotel

LSU Master's Theses

How talk show workers, guests and audiences behave behind-the-scenes is largely a mystery to the public. This research focuses on the behind-the-scenes workings of a daytime syndicated talk show to better understand the motivations of talk show guests and how talk show workers manipulate guests and audiences. While researchers have conducted studies of talk show guests using formal interviews and questionnaires, no researchers have posed as covert observers to study talk shows. The researcher conducted participant observation to study the behaviors of those involved with the on and offstage talk show structure. The researcher interned for the show without revealing …