Cultivation Effects of Television Broadcasting and Online Media

Abstract

In the era of social media, Online Media is so popular that everyone can use their electronic devices to access in anytime and anywhere. At the same time, although Television is named as traditional media, it is still influential owing to its popularity and attractiveness. In the past few decades, Cultivation Theory was developed by George Gerbner which examined the long-term effects of Television. Since Online Media has similar function as Television, it is important to find out the possibility of Online Media having cultivating effect. Besides, it is crucial to examine the application of cultivating effects of Television. This study is under quantitative analysis with using a survey questionnaire administered to a sample of 258 undergraduate students. The results indicate that TV Viewing is an important determinant of Changes of Concept of Social Realities, with beta = .296 (p < 0.001) and R-2 = 0.114. Also, Use of Online Media is an important determinant of Behavioral Intention, with beta = 0.379 (p < 0.001) and R-2 = 0.141.