Reexamining the Link Between Cultivation Factors and Viewer Involvement: Investigating Viewing Amount as a Catalyst for the Transportation Process

In an effort to expand on prior cultivation research involving narrative processing (Bilandzic & Busselle, 2008), this study examined the interrelationships between viewing amount and the transportation process. Results showed that transportation mediated the relationship between genre-specific television viewing and perceived realism, while overall television viewing directly predicted reduced counterarguing. In addition, structural equation modeling was employed to test a combined cultivation-transportation model leading to changes in viewer excessive drinking perceptions. Findings indicated that genre-specific television viewing indirectly influenced beliefs through increased transportation. Conversely, a significant, direct path was found between overall viewing and excessive drinking beliefs, supporting the original cultivation perspective.