This study used a synthesis of media gratification and cultivation perspectives to investigate the influence of American television programs on endorsement of equal gender roles and liberal attitudes to life in Kuwait. Analysis of the response of 364 university level students indicated
four areas where programs could support the development of perceptions: presentation quality, utility, trans-cultural knowledge and information about American popular culture. Of these four areas, only the perception of utility predicted the development of a liberal outlook on life, while
failing to predict approval of equal gender roles. Viewers of large amounts of American television are more likely to endorse equal gender roles and a liberal outlook on life.
Gulf University for Science and Technology (GUST), Kuwait.
Publication date: March 1, 2009
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The European Journal of American Culture (EJAC) is an academic, refereed journal for scholars, academics and students from many disciplines with a common involvement in the interdisciplinary study of America and American culture, drawing on a variety of approaches and encompassing the whole evolution of the country.