Associations between television viewing and love styles: an interpretation using cultivation theory

This study evaluated the associations between television viewing and love styles. The Love Attitudes Scale (LAS), based on Lee's love style taxonomy, was administered to a sample of 338 unmarried Israeli students along with questions about TV viewing habits, current involvement in a serious romantic relationship, and marital intentions. A confirmatory factor analysis of the LAS indicated that the expected six-factor solution adequately fit the data. Correlations between individual love styles and TV viewing were small to moderate, ranging from .12 to .29. Scores for Ludus love style correlated positively with viewing of news and general programming. Those for Pragma love style correlated positively with news viewing and negatively with viewing genres frequently including love themes such as soap operas and family drama, while scores for Eros love style positively correlated with watching these love abundant genres. No significant association was found for TV viewing with Storge, Mania, and Agape love styles. Hierarchical regression using demographic variables, love status, and viewing habits mirrored these results, with the unique R2 for Ludus, Pragma, and Eros ranging from 1.8% to 8%, while the total variance accounted for by the models ranged from 12% to 21%. The findings can be interpreted as support for a weak cultivation effect, in which habits in long-term TV viewing among young adults correspond to small to moderate tendencies for particular love styles that thematically relate them. However, because they are correlational, the findings could equally be interpreted in terms of tendencies that exist due to modeling within families and socialization during development.