| This quantitative research investigates both direct and indirect media effects on binge-drinking attitudes among college students through perceived drinking norm. The direct media effect on perceived drinking norms was hypothesized on the basis of cultivation theory, while the indirect media effect, which describes the result of perceived media influence on others, was formulated on the basis of the influence of presumed influence model. In addition to media influence on attitudes, effect on binge-drinking behaviors was examined according to the theory of reasoned action. Two media, alcohol advertisements and teen movies, were considered and comparisons were made. Exposure was assessed (1) as time spent with a particular medium, (2) as recall of alcohol advertisements and recall of teen movies with party-drinking scene. The results supported all the hypothesized routes of the media effects, although there were some differences concerning the routes on which each medium relied for its conveyance of influence. The theory of reasoned action was again useful in the predicting of behavior. In general, the time-spent measures proved to be the better exposure measures in this context. Also, possible cognitive processes involved in cultivation theory and the influence of presumed influence model are discussed. |
