Abstract
Using Shrum's (1996) heuristic processing model as an explanatory mechanism, we propose that people who hold vivid autobiographical memories for a specific past experience with media violence will overstate the prevalence of real-world crime versus individuals without vivid memories. We also explore the effects of frequency and recency on social reality beliefs. A survey was administered to 207 undergraduate students who were asked to recall one violent television program or movie seen in the past. Participants were asked to write essays describing the violence, which were coded for vividness. Results support not only cultivation theory, but also the effects of memory vividness: participants with more vivid memories of blood and gore gave higher prevalence estimates of real-world crime and violence than participants with less vivid memories. Findings also suggest that females had more vivid memories for prior media violence than males. Implications for cultivation, the heuristic processing model, and vividness research are discussed.
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