The Relation Between Television Viewing and the Values Orientations of Japanese Students

“Cultumization?” The Impact of Cultural Priming on Customized Communication

“…Future studies may conduct similar tests with other types of content (e.g., advertisements) under different situations. As argued by Kang et al (1999), CULTUMIZATION media exposure may change individuals' tendencies to individualistic and collectivist values. When people are watching a western television show produced with strong individualism orientations (e.g., an action hero tries to save the world alone), individualistic meanings may be activated momentarily.…”

“…They examined cultures with a dynamic constructivist approach and demonstrated how static cross-cultural differences might appear or disappear depending on the availability, accessibility, and applicability of certain cultural meanings. Other researchers argued that media exposure might affect individuals' cultural orientations as well (Kang, Perry, & Kang, 1999;Triandis, McCusker, & Hui, 1990). Constant exposure to certain television programs, for example, may increase viewers' tendency to individualistic or collectivist values (Kang et al, 1999).…”

“…Other researchers argued that media exposure might affect individuals' cultural orientations as well (Kang, Perry, & Kang, 1999;Triandis, McCusker, & Hui, 1990). Constant exposure to certain television programs, for example, may increase viewers' tendency to individualistic or collectivist values (Kang et al, 1999).…”

Media Influences on Public Perceptions of Ethnic Groups, Generations, and Individuals

“…Using a convenience sample of college students in Japan, Kang, Perry, and Kang (1999) found relationships between viewing particular TV formats and individualist, collectivist and mixed value types of Japanese students. They conducted a series of hierarchical multiple regression analyses to determine the importance of demographics and television viewing measures in 104 L. W. Jeffres et al predicting value preferences.…”