The Bricklayer Effect : A Primer on Accounting for Method Variance in Cultivation Research (TOP PAPER)

• In Event: Clarifying and Advancing Theory in Mass Communication Research (TOP PAPER ENTRY)

Abstract

While the issue of method bias is a well-known threat to the validity of self-reports, it has seldom been addressed in empirical media effects studies. This may be problematic because independent and dependent variables are often measured using similar methods. Thus, reported correlations may not only reflect common variance between the constructs of interest, but they may also indicate common variance between the measurement methods. In this article, we present two cultivation studies investigating to what extent first- and second-order relationships are influenced by common method variance. In both studies, controlling for a theoretically unrelated marker variable (e.g. the prevalence of bricklayers) diminished correlations between television viewing frequency and first-order prevalence estimates. Controlling for Likert-type response tendencies in second-order (attitudinal) cultivation relationships slightly altered regression coefficients, but did not change their substantive interpretation. These findings suggest a discussion on common method variance in media effects research may be useful.

Authors

• Lennert Coenen, U of Leuven - School for Mass Communication Research

• Jan Van den Bulck, U of Leuven School for Mass Communication Research