The impact of TV content on audience’ perception of materialism
Keywords:
audience perception, materialism, materialistic perception, TV advertisements, TV showsAbstract
The researcher’s intent in the study is to explore television as a cause of materialism. The objective of this study pertains to explore the Impact of TV content (dramas, movies, talk shows, morning shows, awards shows, political shows, comedy shows, TV ads) on the audience’s perception of materialism. The study has been conducted on the citizens of Lahore. The results show a positive relationship between television watching and perceived materialism. Heavy exposure to TV watching increases materialism and has been found to have a significant effect on viewers’ materialistic perception. The purpose of the study is to make significant contributions to the field of research.
Downloads
References
Allen, R. C. (Ed.). (1992). Channels of discourse, reassembled: television and contemporary criticism. Univ of North Carolina Press.
Baruch, Y., & Holtom, B. C. (2008). Survey response rate levels and trends in organizational research. Human relations, 61(8), 1139-1160. https://doi.org/10.1177%2F0018726708094863
Belk, R. W. (1983). Worldly possessions: Issues and criticisms. Advances in consumer research, 10(1).
Belk, R. W. (1984). Three scales to measure constructs related to measures of happiness. Advances in consumer research, 11, 291-297.
Biel, A. L., & Bridgwater, C. A. (1990). Attributes of likable television commericals. Journal of advertising research, 30(3), 38-44.
Bouwman, H., & Stappers, J. (1984). The Dutch violence profile: A replication of Gerbner's message system analysis. In Cultural indicators: An international symposium (pp. 113-128). Verlag der Osterreichischen Akademie der Wissen-schaften Vienna.
Buijzen, M., & Valkenburg, P. M. (2003). The unintended effects of television advertising: A parent-child survey. Communication Research, 30(5), 483-503. https://doi.org/10.1177%2F0093650203256361
Chan, K., & McNeal, J. U. (2004). Chinese children’s attitudes towards television advertising: truthfulness and liking. International Journal of Advertising, 23(3), 337-359. https://doi.org/10.1080/02650487.2004.11072888
Chan, K., Zhang, H., & Wang, I. (2006). Materialism among adolescents in urban China. Young Consumers7 (2), 64-77.
Doob, A. N., & Macdonald, G. E. (1979). Television viewing and fear of victimization: Is the relationship causal?. Journal of Personality and Social Psychology, 37(2), 170. https://psycnet.apa.org/doi/10.1037/0022-3514.37.2.170
Faber, R. J., O'Guinn, T. C., & Krych, R. (1987). Compulsive consumption. Advances in consumer research, 14(1).
Fox, W. S., & Philliber, W. W. (1978). Television viewing and the perception of affluence. The Sociological Quarterly, 19(1), 103-112. https://doi.org/10.1111/j.1533-8525.1978.tb02174.x
Gerbner, G. 2011 ‘Society’s Storyteller: How TV Creates the Myths by which we live’. URL: http://www. medialit. org/reading-room/societys-storyteller-how-tv-creates-mythswhich-we-live [Accessed, 25 May 2019].
Gerbner, G., Gross, L., Eleey, M. F., Jackson-Beeck, M., Jeffries-Fox, S., & Signorielli, N. (1977). TV violence profile no. 8: The highlights. Journal of Communication, 27(2), 171-180. https://doi.org/10.1111/j.1460-2466.1977.tb01845.x
Gerbner, G. (1978). Cultural indicators: Violence profile no. 9. Journal of communication, 28(3), 176-207.
Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1980). The “mainstreaming” of America: Violence profile no. 11. Journal of communication, 30(3), 10-29. https://doi.org/10.1111/j.1460-2466.1980.tb01987.x
Gerbner, G., Gross, L., Morgan, M., Signorielli, N., & Shanahan, J. (2002). Growing up with television: Cultivation processes. In Media effects (pp. 53-78). Routledge.
Gerbner, G. (1980). Aging with television: Images on television drama and conceptions of social reality. Journal of communication, 30(1), 37-47.
Greenberger, E., & Steinberg, L. (1986). When teenagers work: The psychological and social costs of adolescent employment. Basic Books.
Gerbner, G., Gross, L., Morgan, M., & Signorielli, N. (1986). Living with television: The dynamics of the cultivation process. Perspectives on media effects, 1986, 17-40.
Hawkins, R. P., & Pingree, S. (1981). Uniform messages and habitual viewing: Unnecessary assumptions in social reality effects. Human Communication Research, 7(4), 291-301. https://doi.org/10.1111/j.1468-2958.1981.tb00576.x
Hawkins, R. P., & Pingree, S. (1982). Television’s influence on social reality. Television and behavior: Ten years of scientific progress and implications for the eighties, 2, 224-247.
Hedinsson, E., & Windahl, S. (1982). Cultivation analysis: A Swedish illustration.
Jacobson, M. F., & Mazur, L. A. (1995). Marketing madness: a survival guide for a consumer society (Boulder, CO, Westview Press).
Kasser, T., Ryan, R. M., Couchman, C. E., & Sheldon, K. M. (2004). Materialistic values: Their causes and consequences. https://psycnet.apa.org/doi/10.1037/10658-002
Kasser, T., Ryan, R. M., Zax, M., & Sameroff, A. J. (1995). The relations of maternal and social environments to late adolescents' materialistic and prosocial values. Developmental psychology, 31(6), 907. https://psycnet.apa.org/doi/10.1037/0012-1649.31.6.907
Sirgy, M. J. (1999). Materialism: The construct, measures, antecedents, and consequences. Academy of Marketing Studies Journal, 3(2), 78-110.
Lesthaeghe, R., & Meekers, D. (1987). Value changes and the dimensions of familism in the European Community. European Journal of Population/Revue européenne de Démographie, 2(3-4), 225-268. https://doi.org/10.1007/BF01796593
Levy, B. (1959). Adrenergic blockade produced by the dichloro analogs of epinephrine, arterenol and isoproterenol. Journal of Pharmacology and Experimental Therapeutics, 127(2), 150-156.
DeFleur, M. L., & Lowery, S. A. (1995). Milestones in Communication Research: Media Effects.
Marchand, R. (1985). Advertising the American dream: Making way for modernity, 1920-1940 (Vol. 53). Univ of California Press.
McCracken, G. (1986). Culture and consumption: A theoretical account of the structure and movement of the cultural meaning of consumer goods. Journal of consumer research, 13(1), 71-84. https://doi.org/10.1086/209048
Mick, D. G. (1986). Consumer research and semiotics: Exploring the morphology of signs, symbols, and significance. Journal of consumer research, 13(2), 196-213. https://doi.org/10.1086/209060
Miller, M. M., Singletary, M. W., & Chen, S. L. (1988). The Roper question and television vs. newspapers as sources of news. Journalism Quarterly, 65(1), 12-19.
Moore, R. L., & Moschis, G. P. (1981). The role of family communication in consumer learning. Journal of Communication, 31(4), 42-51.
Morgan, M., Alexander, A., Shanahan, J., & Harris, C. (1990). Adolescents, VCRs, and the family environment. Communication Research, 17(1), 83-106. https://doi.org/10.1177%2F009365090017001005
Moschis, G. P. (1987). Consumer socialization: A life-cycle perspective. Free Press.
Moschis, G. P., & Churchill Jr, G. A. (1978). Consumer socialization: A theoretical and empirical analysis. Journal of marketing research, 15(4), 599-609. https://doi.org/10.1177%2F002224377801500409
Moschis, G. P., & Moore, R. L. (1979). Decision making among the young: A socialization perspective. Journal of consumer research, 6(2), 101-112. https://doi.org/10.1086/208754
Moschis, G. P., & Moore, R. L. (1980). Purchasing behavior of adolescent consumers. In Proceedings of the American marketing association (Vol. 45, pp. 89-92). Chicago: American Marketing Association.
Moschis, G. P., & Moore, R. L. (1982). A longitudinal study of television advertising effects. Journal of Consumer Research, 9(3), 279-286. https://doi.org/10.1086/208923
Moschis, G. P., Hosie, P., & Vel, P. (2009). Effects of family structure and socialization on materialism: A life course study in Malaysia.
O'Guinn, T. C., & Shrum, L. J. (1997). The role of television in the construction of consumer reality. Journal of consumer research, 23(4), 278-294. https://doi.org/10.1086/209483
Pollay, R. W. (1987). The history of advertising archives: the confessions of a PAC-Rat. Advances in Consumer research, 14, 136-9.
Potter, W. J. (1986). Perceived reality and the cultivation hypothesis. Journal of Broadcasting & Electronic Media, 30(2), 159 – 174. https://doi.org/10.1080/08838158609386617
Potter, W. J., & Chang, I. C. (1990). Television exposure measures and the cultivation hypothesis. Journal of broadcasting & electronic media, 34(3), 313-333. https://doi.org/10.1080/08838159009386745
Richins, M. L. (1996). Materialism, desire, and discontent: Contributions of idealized advertising images and social comparison. Marketing and consumer research in the public interest, 109-132.
Richins, M. L. (1987). A multivariate analysis of responses to dissatisfaction. Journal of the Academy of Marketing Science, 15(3), 24-31. https://doi.org/10.1177%2F009207038701500303
Richins, M. L., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of consumer research, 19(3), 303-316. https://doi.org/10.1086/209304
Rindfleisch, A., Burroughs, J. E., & Denton, F. (1997). Family structure, materialism, and compulsive consumption. Journal of consumer research, 23(4), 312-325. https://doi.org/10.1086/209486
S. Robert Lichter, Linda S. Lichter, & Stanley Rothman. (1994). Prime time: How TV portrays American culture. Regnery Publishing.
Salant, P., Dillman, I., & Don, A. (1994). How to conduct your own survey (No. 300.723 S3.).
Schudson, M. (1984). Embarrassment and Erving Goffman's idea of human nature. Theory and Society, 13(5), 633-648.
Shanahan, J., Shanahan, J., James, S., & Morgan, M. (1999). Television and its viewers: Cultivation theory and research. Cambridge university press.
Shanahan, J., Morgan, M., & Stenbjerre, M. (1997). Green or brown? Television and the cultivation of environmental concern. Journal of Broadcasting & Electronic Media, 41(3), 305-323. https://doi.org/10.1080/08838159709364410
Shrum, L. J., Burroughs, J. E., & Rindfleisch, A. (2005). Television's cultivation of material values. Journal of Consumer Research, 32(3), 473-479. https://doi.org/10.1086/497559
Shrum, L. J., O'Guinn, T. C., Semenik, R. J., & Faber, R. J. (1991). Processes and Effects in the Construction of Normative Consumer Beliefs: The Role of Television. Advances in consumer research, 18(1).
Sirgy, M. J. (1998). Materialism and quality of life. Social indicators research, 43(3), 227-260. https://doi.org/10.1023/A:1006820429653
Sirgy, M. J., Lee, D. J., Kosenko, R., Lee Meadow, H., Rahtz, D., Cicic, M., ... & Wright, N. (1998). Does television viewership play a role in the perception of quality of life?. Journal of Advertising, 27(1), 125-142. https://doi.org/10.1080/00913367.1998.10673547
Tamborini, R., & Choi, J. (1990). The role of cultural diversity in cultivation research. Cultivation analysis: New directions in media effects research, 157-180.
Ward, S., & Wackman, D. (1971). Family and media influences on adolescent consumer learning. American behavioral scientist, 14(3), 415-427. https://doi.org/10.1177%2F000276427101400315
Weimann, G. (1984). Images of life in America: The impact of American TV in Israel. International Journal of Intercultural Relations, 8(2), 185-197. https://doi.org/10.1016/0147-1767(84)90038-5
Weimann, G. (1984). Images of life in America: The impact of American TV in Israel. International Journal of Intercultural Relations, 8(2), 185-197. https://doi.org/10.1016/0147-1767(84)90038-5
Wober, J. M. (1978). Televised violence and paranoid perception: The view from Great Britain. Public Opinion Quarterly, 42(3), 315-321. https://doi.org/10.1086/268455
Wu, P. (1998). Goal structures of materialists vs. non-materialists: The effects of TV exposure on materialism and the relationship between materialism and happiness (Doctoral dissertation).
Zinkhan, G. M. (1994). Advertising ethics: emerging methods and trends. Journal of Advertising, 23(3), 1-4. https://doi.org/10.1080/00913367.1994.10673445
Zinkhan, G. M., & Pereira, A. (1994). An overview of marketing strategy and planning. International Journal of Research in Marketing, 11(3), 185-218.
Published
How to Cite
Issue
Section
Articles published in the International Journal of Linguistics, Literature and Culture (IJLLC) are available under Creative Commons Attribution Non-Commercial No Derivatives Licence (CC BY-NC-ND 4.0). Authors retain copyright in their work and grant IJLLC right of first publication under CC BY-NC-ND 4.0. Users have the right to read, download, copy, distribute, print, search, or link to the full texts of articles in this journal, and to use them for any other lawful purpose.
Articles published in IJLLC can be copied, communicated and shared in their published form for non-commercial purposes provided full attribution is given to the author and the journal. Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
This copyright notice applies to articles published in IJLLC volumes 6 onwards. Please read about the copyright notices for previous volumes under Journal History.
