The effects of privileged television shows on emerging adults' materialism and future life expectations

This study examined a newly proposed sub-genre of TV called privileged TV, which refers to shows that glamorize wealthy lifestyles (e.g. Gossip Girl). The main purpose of this study was to evaluate the different paths of media effects to determine if and how privileged television shows may influence viewers' level of materialism and life goal importance (altruistic and wealth/status goals) in those in the emerging adulthood age range (18--29 years of age). A survey was conducted on a college (N = 323) and non-college sample (N = 410) to investigate the numerous potential mediating and moderating processes of this relationship, such as upward comparison, learning, and influence of presumed influence. The results showed that there was a positive relationship between privileged television and materialism. There was also a negative relationship between materialism and altruistic life goals and a positive relationship between materialism and wealth/status life goals. The results showed that perceived peer norms, materialistic learning, and upward comparison as mediators best explained the relationship between privileged television viewing and materialism. Additionally, it was found that identity exploration (a key dimension of emerging adulthood) moderated the relationship between privileged television and materialism. It was found that those who were low in identity exploration (those who had not yet begun exploring their identity or already have an established identity) needed to engage with the television show (e.g. upward compare themselves, learn from the material etc.) in order to be affected whereas those who were high in identity exploration (those actively exploring their identity) were affected both directly and indirectly by privileged television exposure.