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Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors
Unformatted Document Text:  TV-Environment 19 Notes 1 Shanahan and Morgan (1999) state that cultivation "approaches television as a system of messages" (p. 5). Thus, total viewing is an appropriate measure that matches well with this theory’s assumptions and unique perspectives concerning television. However, they also recognize that different television use measures may better serve different approaches to the study of this form of mass communication. 2 We leave open an argument for the potential of a reciprocal relationship to exist between an attitude measure of this kind and various behavioral media use measures. 3 Given the adverse influence of a low number of items on Cronbach’s alpha (e.g., Carmines & Zeller, 1979), we report the inter-item correlations for all indices containing three or fewer items. 4 Authors attempted to introduce several other variables into the exogenous portion of the regression equations (e.g., have children, economic outlook), but none of these additional variables were able to shed greater light on the relationship between environmental concern and situation comedy viewing.

Authors: Holbert, R. Lance., Kwak, Nojin. and Shah, Dhavan.
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TV-Environment 19
Notes
1
Shanahan and Morgan (1999) state that cultivation "approaches television as a system of
messages" (p. 5). Thus, total viewing is an appropriate measure that matches well with this
theory’s assumptions and unique perspectives concerning television. However, they also
recognize that different television use measures may better serve different approaches to the
study of this form of mass communication.
2
We leave open an argument for the potential of a reciprocal relationship to exist between an
attitude measure of this kind and various behavioral media use measures.
3
Given the adverse influence of a low number of items on Cronbach’s alpha (e.g., Carmines & Zeller, 1979), we
report the inter-item correlations for all indices containing three or fewer items.
4
Authors attempted to introduce several other variables into the exogenous portion of the regression equations (e.g.,
have children, economic outlook), but none of these additional variables were able to shed greater light on the
relationship between environmental concern and situation comedy viewing.


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