Abstract
This study uses open ended and multiple choice questionnaires to examine the influence of question format on the cultivation effect. Student respondents (N=517) were requested to estimate the prevalence of criminality, single parent families, and sexual activity among teens in the society. The given estimates were compared to real world figures and to TV world values that were obtained from a content analysis of one week of prime-time network programming (63 hours from 3 different channels). The results confirm to cultivation predictions by pointing at differences between heavy viewers and light viewers, so that heavy viewers give extremer estimates, but the findings also indicate that the impact of the question format is greater than the effect of cultivation, and that the amount of viewing and the question format interact so that cultivation is more visible in open ended questionnaires.
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