Challenges two assumptions of the Gerbner cultivation analysis: that commercial television content is uniform in its symbolic messages about society's values, and that television viewing is habitual (ritual) rather than selective. Overall, both assumptions are found flawed; discarding them, however, serves to strengthen rather than weaken the…

Two underlying assumptions of the Cultural Indicators approach to television research were examined, using data on the television viewing habits of 76 second grade, 150 fifth grade, 509 eighth grade, and 350 eleventh grade students in Perth, Australia. The assumptions were that commercial television presented an organically composed total world of…