Acculturation of asian indian sojourners in america: Application of the cultivation framework

This study examined the influence of watching American television on the acculturation levels of Asian Indian sojourners utilizing tenets of cultivation theory. Consumption of Indian print media and Indian movies most strongly and inversely predicted acculturation levels, but American media including television did not predict acculturation. The study also examined theoretically important moderators of media’s acculturation effects such as perceived reality of television, filial attachment, intimacy of relationships with Americans and Indians, and acculturation needs. Despite an absence of significant moderator effects, the majority of the proposed moderator variables were associated with acculturation levels in theoretically predictable fashion.