Television Exposure, Perceived Realism, and Exemplar Accessibility in the Social Judgment Process

Abstract

This article explores the role of exemplar accessibility in Shrum's (1996) heuristic processing model of cultivation effects. Specifically, the study tested whether television exposure and perceived realism of television would predict the accessibility of examples of constructs frequently portrayed on television. Participants (197) completed a survey measuring television exposure, perceived realism of television, and demographics. Six weeks later they were divided into two experimental conditions. Condition 1 participants answered social judgment questions and then performed an exemplar accessibility task. Condition 2 participants performed the exemplar accessibility task then made social judgments. As predicted by the model, participants who answered social judgment questions first exhibited a cultivation effect. Those who performed the exemplar accessibility task first did not. Also, measures of perceived realism of television predicted accessibility of examples (Black doctors, shootings, and extramarital affairs). Mere exposure to television did not predict the accessibility of examples as predicted. Results suggest that perceived realism of television content may play a role in the heuristic process linking television exposure and social judgments. Limitations are discussed, and suggestions for future research are offered.