Images of life in America: The impact of American T.V. in Israel

The present study sets out to uncover young Israelis' perceptions of the American reality using the postulates and methodology of the cultivation analysis approach to mass communication. The comparison of the perceptions of "light" and "heavy" T.V. viewers with measures of the actual reality reveals that heavy viewers demonstrate a strong and consistent tendency to paint a rosier picture of life in the U.S., in terms of wealth and standard of living, even when other factors (age, gender, residence and ethnic group) are held constant. The findings of this study have methodological implications concerning the study of media effects as well as theoretical implications regarding the ongoing debate on "media imperialism.".