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.