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The #metoo movement and cultivation theory: a quantitative research communication study
Green, Jessica RaeAnne
Green, Jessica RaeAnne
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Green, Jessica RaeAnne
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2019-05
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Electronic dissertation
Electronic dissertations
Electronic dissertations
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Abstract
Because television is an ever-present form of media, it can be accessed by anyone,
anywhere, at any time. Since the 1970s, George Gerbner and other media scholars have
recommended that cultivation theory be used to study television and other media forms to learn
whether consumers of media content, over long periods of time, develop fears (“mean world
syndrome”) that the world is a more dangerous place than it is. The recent controversy
surrounding the #MeToo movement might be helping to mitigate the long-term cultivation
effects of workplace-centered entertainment television programs. The movement began in 2006,
gained popularity as a social media movement in 2017, and has continued to evolve ever since.
Using a quantitative research approach, an online survey questionnaire was administered to 406
participants, who answered questions about their consumption of two types of television: workplace
centered entertainment programming and news/public affairs programming about the
#MeToo movement. All of the study’s six hypotheses support the idea that heavy viewing of
such content has led to cultivations effects. In fact, the research revealed mixed results for
cultivation effects. Future research should explore such mixed results for better understanding of
these issues.
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Thesis (M.A.)-- Wichita State University, College of Liberal Arts and Sciences, Elliot School of Communication
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Wichita State University
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Copyright 2019 by Jessica RaeAnne Green
All Rights Reserved