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| Mass Media Effects | 2 |
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| Human Communication Research | 2 |
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Peer reviewedBrown, William J.; Cody, Michael J. – Human Communication Research, 1991
Investigates the effects of India's first long-running television soap opera that was designed to promote women's status in Indian society. Finds that exposure to the program was positively associated with viewers' involvement with the characters in the program and with viewer's television dependency, but did not make viewers more aware of women's…
Descriptors: Developing Nations, Females, Foreign Countries, Higher Education
Peer reviewedShrum, L. J. – Human Communication Research, 1996
Describes a study that tested whether the accessibility of information in memory mediates the cultivation effect (the effect of television viewing on social perceptions), consistent with the availability heuristic. Shows that heavy viewers gave higher frequency estimates (cultivation effect) and responded faster (accessibility effect) than did…
Descriptors: Audience Analysis, Higher Education, Mass Media, Mass Media Effects
