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Environmental Concern, Patterns of Television Viewing, and Pro-Environmental Behaviors
Unformatted Document Text:  TV-Environment 8 environmental knowledge and attitudes, we argue (1) that environmental attitudes can influence patterns of television use and (2) that particular patterns of television use act as mediators between environmental attitudes and behaviors. Studying the potential mediating role of television use may provide the basis for an integrated model of media consumption and effects bridging past insights from cultivation research with a media uses and gratifications perspective. This approach is consistent with the adoption of O-S-O-R models of communication influence in political communication research (McLeod, Kosicki, & McLeod, 2002). The introduction of orientations (the two O’s) to the traditional stimulus (S) - response (R) model reflects an understanding among media scholars that a wide range of structural, cultural, motivational, and cognitive factors influence patterns of media consumption, audience reception, and message processing. . As such, the individual is seen as an active agent in this model, consistent with work in social cognition that focuses on the personal and social orientations individuals bring to conscious interactions (e.g., Markus & Zajonc, 1985). Understanding what dispositions lead individuals to specific interactions with media — e.g., their genres of television consumption — and the influence of these interactions on their social responses – e.g., their adoption of pro-environmental behaviors — merges theories of media consumption and effects, and as such acknowledges the multiple roles that media play in individuals lives. Hypotheses and Research Questions Based on extant research and our theoretical arguments, we posit the following hypotheses regarding the relationships among environmental concern, public affairs television use, nature documentary use, and pro- environmental behaviors: H1: Environmental concern will positively predict public affairs television use. H2: Environmental concern will positively predict nature documentary use. H3: Environmental concern will positively predict pro-environmental behaviors. H4: Public affairs television use will be a unique positive contributor to pro-environmental behaviors, beyond the influence of environmental concern.

Authors: Holbert, R. Lance., Kwak, Nojin. and Shah, Dhavan.
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TV-Environment 8
environmental knowledge and attitudes, we argue (1) that environmental attitudes can influence patterns of
television use and (2) that particular patterns of television use act as mediators between environmental attitudes and
behaviors. Studying the potential mediating role of television use may provide the basis for an integrated model of
media consumption and effects bridging past insights from cultivation research with a media uses and gratifications
perspective.
This approach is consistent with the adoption of O-S-O-R models of communication influence in political
communication research (McLeod, Kosicki, & McLeod, 2002). The introduction of orientations (the two O’s) to the
traditional stimulus (S) - response (R) model reflects an understanding among media scholars that a wide range of
structural, cultural, motivational, and cognitive factors influence patterns of media consumption, audience reception,
and message processing. . As such, the individual is seen as an active agent in this model, consistent with work in
social cognition that focuses on the personal and social orientations individuals bring to conscious interactions (e.g.,
Markus & Zajonc, 1985). Understanding what dispositions lead individuals to specific interactions with media —
e.g., their genres of television consumption — and the influence of these interactions on their social responses – e.g.,
their adoption of pro-environmental behaviors — merges theories of media consumption and effects, and as such
acknowledges the multiple roles that media play in individuals lives.
Hypotheses and Research Questions
Based on extant research and our theoretical arguments, we posit the following hypotheses regarding the
relationships among environmental concern, public affairs television use, nature documentary use, and pro-
environmental behaviors:
H1: Environmental concern will positively predict public affairs television use.
H2: Environmental concern will positively predict nature documentary use.
H3: Environmental concern will positively predict pro-environmental behaviors.
H4: Public affairs television use will be a unique positive contributor to pro-environmental behaviors,
beyond the influence of environmental concern.


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