Cultivation Effects on Quality of Life Indicators: Exploring the Effects of American Television Consumption on Feelings of Relative Deprivation in South Korea and India Academic Article uri icon


  • A hypothetical path model investigated how viewing U.S. television would be associated with feelings of relative deprivation among Asians. The South Korean survey data (N = 352) revealed that viewing U.S. television was associated with estimates of Americans' affluence, and the estimates were in turn associated with dissatisfaction with Korean society. The Indian survey data (N = 333) showed that viewing U.S. television was directly associated with both dissatisfaction with personal life and dissatisfaction with Indian society. The findings suggest that people in both countries may universally experience perceptions of relative deprivation associated with U.S. television consumption.

author list (cited authors)

  • Yang, H., Ramasubramanian, S., & Oliver, M. B.

citation count

  • 15

publication date

  • May 2008