So Close and Yet So Far: Construal Level Moderates Cultivation Effects

Abstract

The cultivation effect is well established: The more media we consume, the more our worldviews come to reflect the mediated world. Several advancements have been made in the past decade exploring the processes underlying the effect. Importantly, the judgments are often heuristically based (Shrum, 2001 Shrum, L. J. (2001). Processing strategy moderates the cultivation effect. Human Communication Research, 27, 94–120.[Crossref], [Web of Science ®] , [Google Scholar], 2009 Shrum, L. J. (2009). Media consumption and perceptions of social reality: Effects and underlying processes. In J. Bryant & M. B. Oliver (Eds.), Media effects: Advances in theory and research (pp. 50–73). New York, NY: Routledge. [Google Scholar]), with relevance of the media information an important moderator of this process. Mental construal level, in which people are considered to be thinking on a relatively concrete (psychologically close, specific) level or a relatively abstract (psychologically distant, general) level, may influence these cognitive processes. The present studies find that mental construal level (concrete or abstract) moderates the classic cultivation effect for first-order judgments. Specifically, concrete construal encourages the cultivation effect with a stronger relationship between media consumption and violence prevalence estimates, but abstract construal reduces the effect. Comparison to a control condition in Experiment 2 indicates that concrete construal may be the default state for cultivation effects. One possible explanation for the effect of construal on cultivation effects is that construal influences relevance of and reliance on media cues in judgment formation.