Method
Procedure and sample . A random‑digit‑dialing telephone survey was conducted in Fall 1990 among adults in one county of a mid‑Atlantic state. The county includes a small urban area, suburban communities, small towns, and rural areas. Out of the 219 valid attempts (excluding business numbers and no‑answers), there were 152 completions and 67 refusals, for a 69.4% completion rate.
The sample was 39.5% male and ranged in age from 17 ‑ 87 (M  = 42.20, SD  = 16.02). Completed educational level ranged from 1 (less than high school graduate) to 6 (graduate degree). Most respondents (36.2%) were high school graduates (coded 2,M  = 3.14, SD  = 1.35). Income level ranged from 0 (less than $10,000) to 8 (more than $80,000). Most respondents (15.8%) reported earning more than $30,000 and less than $40,000 (coded 3). Of the sample, 11.8% reported earning more than $20,000 and less than $30,000. And, 11.8% reported earning more than $50,000 and less than $60,000 (coded 5). In all, averaged income was between $40,000 and $50,000 (M  = 3.83, SD  = 2.08).
Television exposure . Respondents indicated how many hours they viewed ”yesterday” and ”on a typical day.” Averaged television exposure ranged from 0 to 9 hours a day (M  = 2.67, SD  = 1.78).
New technology use . Because the focus of the study was on the impact of new television technology use on cultivation effects of television, we considered several new technology variables in this study: Cable subscription, VCR ownership and use, and RCD ownership and use.
Of the sample, 83.6% subscribed to cable television. This is above the national average of 59% at the time of the survey, but this county has a much higher cable subscription rate because of weak broadcast television reception.1
Most of the sample (87.5%) lived in households that owned a VCR (compared to the national average of 73% at the time of the survey). Respondents reported the percentage of time they spent watching time‑shifted and rented tapes. Time shifting ranged from 0 ‑ 99% (M  = 26.45, SD  = 31.90). Rented video viewing ranged from 0 ‑ 99% (M  = 53.36, SD  = 39.71).
Of the sample, 87.5% owned a RCD (compared to the national average of 77% at the time of the survey. Respondents indicated how often (5 = always, 1 = never) they changed channels during commercials (M  = 2.95, SD  = 1.38) and in the middle of shows, even when commercials were not on (M  = 2.35, SD  = 0.98). These two measures were averaged to create a channel changing scores. Channel changing scores ranged from 1 ‑ 5 (M  = 2.65, SD  = 1.06).
Cultivation measures . Respondents indicated their agreement (1 = strongly disagree, 5 = strongly agree) with four statement concerning mistrust/anomie and two statements about fear of crime. These statements were similar to those used in earlier cultivation studies (Gerbner et al., 1978; Gerbner et al., 1979).2 Item responses were summed to create scale scores. Mistrust/anomie scores ranged from 7 ‑ 20 (M = 12.60, SD = 2.99, alpha = .72). Fear of crime scores ranged from 3 ‑ 10 (M = 7.13,SD  = 1.45, alpha = .36). The low reliability of the fear of crime scale limits the utility of the measure.
Statistical analysis . Pearson correlations were computed to test the hypotheses predicting relationships between new technology use and cultivation measures. Partial correlations, controlling for demographic variables (age, sex, education, and income) and new technology use were used to explore the overall relationship between television exposure and cultivation in a media environment with wide use of newer technologies. Results using the fear of crime scale are presented as tentative findings only, because of the low reliability of the measure.