This document presents a study exploring how media portrayals of drug behavior, specifically shows like Breaking Bad and Weeds, may influence societal perceptions of drug dealers. The researchers hypothesize that those who watch shows featuring drug behavior will view it more positively. The study uses Cultivation Theory as a framework, which proposes that extensive media exposure shapes viewers' social reality. An online survey collected data on participants' television viewing habits and attitudes towards drug behavior. The results will analyze whether exposure to certain shows correlates with more positive perceptions of drug dealing.

1. ATTITUDES AND PERCEPTIONS OF DRUG BEHAVIOR
By
Blake Miller
Blake968@live.missouristate.edu
Caitlin Shukwit
Shukwit428@live.missouristate.edu
Chelsea Tanner
Tanner685@live.missouristate.edu
Mike Hamilton
Hamilton711@live.missouristate.edu
Dr. Melissa Maier
MelissaMaier@missouristate.edu
417-836-4423
Missouri State University
December 2013

2. ii
Abstract
This paper explores the perceptions of drugs and the drug behaviors associated with using,
distributing, making, or buying drugs. A later definition can be seen throughout the analysis. In
exploration of drug behaviors and the perceptions of individuals it is key to use Cultivation
theory. Cultivation theory is the media changing attitudes and perceptions based on the content
within the various outlets. Media, specifically television, is radically changing the attitudes and
perceptions associated with drug behavior in society. Shows featured on television networks that
feature drug behavior include, but not limited to, Breaking Bad and Weeds. These shows feature
a character that makes, sells, and distributes drugs to pay for a family or a medical expense. This
alters how we typically view drug behavior and sheds light on a new perspective.

3. 1
Attitudes and Perceptions of Drug Behavior
As our group discussed the many examples of risky behavior we discovered that although
the motives behind security settings on Facebook, the use of fake identification, and texting and
driving were interesting, we wanted to explore a more unique idea. Drug use is a popular practice
among college kids in these modern times, but everyone has to get their drugs from somewhere.
When we discussed our image of what a drug dealer was we pictured a very sketchy almost
dangerous image. However, discussing the show Weeds and Breaking Bad, the image of a drug
dealer has changed into a family man or a caring mother that needs to provide for his or her
family. Breaking Bad is about a high school teacher dealing with cancer who decides to start
making meth in order to secure his family financially before he dies. The show Weeds is about a
woman whose husband has passed away and she now grows weed to provide financial stability
for her family. We then proposed the question, does media affect society’s image of drug dealers,
or does society pull from their own experiences and the way they were raised to form an image
of a drug dealer? Throughout this research we will survey a wide range of ages and genders to
find out more information. Media is a strong form of communication, but is it strong enough to
affect the image of something so negative in society? Multiple forms of media can be used in
influences the public. Social media, television and movies, and the influence of celebrities are all
forms of communication that are elaborated through media. We are going to delve deeper into
the aspects of media and how strongly they affect our society’s image of drug dealing.
It is important to break down the stereotype of drug dealers because society’s perception
can affect our personal relationships, our outlook of what the sentencing should be, and as
simply as who is and is not a drug dealer. Our personal relationships will be weakened if we
have a stereotype hindering our judgment of someone that could be a strong asset to our lives.

4. 2
Having a constricted idea of what the sentencing should be is unfair because every case is
different. Lastly, just because someone’s visual style or personality fits our idea of which a drug
dealer is, does not mean this person is a drug dealer.
It is important to study this idea of media changing society’s view of drug dealers
because it empowers our media to a degree. If the media is able to take such a negative
stereotype and give society a better view and outlook, then we live in a more unbiased society
with a greater regard for people. It is important for society to understand the outcomes of media
and the potential effects it can have. If we are able to understand this better, then we will be able
to help other negative stereotypes and break them down.
Cultivation Theory
Cultivation theory examines the long-term effects of media exposure on our perceptions
of reality (Gerbner, 1998). Roskos-Ewoldsen, Davies, and R. Roskos-Ewoldsen (2004) state that
the media cultivates our social reality; that is, what we watch can influence how we will view the
world. The theory, created by George Gerbner (1998), has been widely used to analyze the
effects of media exposure on television violence. Limitations have been observed regarding
Cultivation theory and the research we are doing will help close this gap. The purpose of this
research study is to examine how drug behavior, specifically drug dealing and drug dealers,
portrayed in the media can affect society’s attitudes, beliefs, or perceptions about drug behavior.
There are three key components within the Cultivation theory: institutional process
analysis, message system analysis, and cultivation analysis (Gerbner, 1998). Each of these
components describes a particular analysis that Gerbner considers critical to the overall
understanding of effects of television on the viewers (Gerbner, 1998). Institutional process
analysis examines the reasons why media produce the messages that they do and explore the

5. 3
policies directing the huge flow of media messages (Gerbner, 1998). For example, Gerbner
believed that violence is cheap to produce and can maximize the income generated by the
various media products. This comes into play when Hollywood is mainly concerned with how to
export its product (movies, television shows, etc.) globally. Therefore, cheap violence can create
the most revenue for the company. With this in mind, Gerbner believes studios adopt policies
that require violence to be present in the content (Gerbner, 1998). The theory also examines the
various decision-making roles that have power to enact these policies; there are nine total
(Gerbner, 1973). The first role is that of authorities and they possess the power to enforce
demands or impose some communication (judicial, military, police, etc.). The second role is that
of a patron and they are those who invest directly in media operations (advertisers, religious
bodies, etc.). The third role is that of management and this is anyone who is an executive or who
is in the chain of command in an organization (bosses, managers, etc.). The fourth role is that of
an auxiliary and they are people who provide a service to perform a certain task (suppliers, etc.).
The next role is a colleague and this is anyone within the company. The sixth role is that of a
competitor and this is anyone who is competing with the company or organization. The role
after that are experts and this is anyone who has some skill, knowledge, or information that is
important. Then the next role is that of an organization. Finally, the last role is that of the
public. Each of these nine roles possesses power to execute a policy that can alter the media.
Message system analysis examines the exact message transmitted by media and is the
systematic study of television content (Gerbner, 1998). Gerbner focused his studies on the
effects of violence; however, this method of collecting systematic data about the transmission of
content through the television can be used in any context. Most research uses Cultivation theory
to examine the relationships of media exposure and marriage (Bradford, Rhodes, & Edison,

6. 4
2005), political views (Gerbner, Gross, Morgan, & Signorielli, 1984), smoking behavior (Nan,
2010), and violence (Gerbner, 1998; Gerbner, Signorielli, 1995).
Cultivation analysis examines the relationship between TV viewing and the perceptions
of the viewer; that is, those who spend more time watching television are more likely to see their
world as the television depicts (Gerbner, 1998). Gerbner believes this to be the most influential
paradigm to the theory. Individuals make their own decisions through which to seek information
through media (Gerbner, 1973).
Gerbner (1998) states that there are a few major concepts to gain a deeper understanding
of Cultivation theory: mainstreaming and the resonance effect. Mainstreaming is the process by
which viewers who frequently participate in television develop a common outlook through
constant exposure to the same images and meanings (Gerbner, Gross, Morgan, & Signorielli,
1980). That is, people exposed to the same images and descriptions will develop a commonality
in their outlooks towards certain ideas. For example, when people are heavy viewers (people
who watch TV for four hours or more per day) watch the same shows and are exposed to the
same messages will have a relatively close outlook on the world (Gerbner, Gross, Morgan, &
Signorielli, 1980). Mainstreaming is possible because of the accessibility principle: when
people make judgments about the world around them, they will rely on bits of information that
come to their minds most quickly (Gerbner, 1998). The last term of importance is the resonance
effect. The resonance effect is a condition that exists when viewers’ real-life environments, or
perceived environments, mirror that of the television show watched. This mirroring will result in
a susceptibility to the televisions values (Gerbner, 1998). That is, whenever a viewer is watching
a TV series and the show is similar to their everyday life, then cultivation is more likely to
happen.

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When furthering the examination of Cultivation theory, there are a few limitations to the
theory. Previous research focused on violence (Gerbner & Signorielli, 1995; Gerbner, Gross,
Morgan, & Signorielli, 1980; Lett, DiPietro, & Johnson, 2004), whereas, we are focusing on
drug behavior. Another weakness of previous research is that cultivation happens over a series
of time; Gerbner (1998) believes cultivation to happen over months and years rather than the
typical hour or less. Therefore, studies on cultivation will not happen over a short period, but
rather, over an extended period. Cultivation is a difficult thing to observe because of this.
Researchers are limited to the studies they can do; for example, surveys do well to get a feeling
for a certain behavior. If researchers study a group of people to examine the effects over an
elongated period, then it requires more resources. The next major limitation focuses on what
media is studied in the research. Most research is done in regard to television; however, today’s
society has many more media outlets than in the past. Media can be viewed anywhere and on
most technology (cell phones, laptops, tablets, etc.) and previous research does not focus on
other media outlets. Shanahan and Morgan (1999) believe cultivation researchers focus on
television as an outlet because of the fact that television is everywhere and because they share a
consistent set of messages through the shows.
When conducting research in regards to attitudes and perceptions of drug behavior we
have two variables to define: drug behavior and media exposure. Drugs in this study are not
over-the-counter everyday drugs, but an abuse or casual use of a prescription drug (Peterson et
al., 1976), use of illegal narcotics (Narcotic Analgesics & Aspirin, 2012), or another substance
that has physiological effects when ingested (R. h., 2013). A drug behavior is any situation that
involves drugs, as defined earlier, in relation to using, distributing, making, or buying.
Examining previous research shows that drug behavior is not as prominent in research as media

8. 6
exposure. Media exposure is variables of media that affect the formation of social reality beliefs
in regards to frequency, recency, and vividness (Riddle et al., 2011). Frequency effect is the
regularity of media exposure (Riddle et al., 2011). Recency effect is the study of recent exposure
to the media, that is, studying the last time exposure occurred (Riddle et al., 2011). Vividness is
the accessibility and social reality of beliefs (Riddle et al., 2011). This is essentially how vivid a
memory prior to the exposure of the media. In other words media exposure is the frequency in
which media is viewed, the last time exposure occurred, and how one perceives the memory
prior to the media exposure. This will show how media shapes our beliefs and attitudes.
When studying media exposure, researchers believe the most influential form of media is
television (Lett, DiPietro, & Johnson, 2004). Television is more influential because it is
perceived as being approved by a higher power, whereas, the internet is open access to everyone.
Because of this, we are looking specifically at a few shows: Weeds and Breaking Bad. We are
looking at these two shows because they involve drug behavior; including use, making, and
distributing. We believe people who watch this show will have a more positive view on drug
behavior. Using the concepts explained earlier will help explain this further. Mainstreaming
occurs when viewers are exposed to the same images and descriptions within a show will
develop the same outlook on society. With this in mind, viewers who watch Weeds and
Breaking Bad are exposed to drug content throughout the entirety of the show; therefore, they
will feel less inclined to make a negative stereotype or positive stereotype based on what is in the
show. Stereotypes in media are a major topic in research today (Goodall, 2012; Jia-Wei & Tien-
Tsung, 2011). Using cultivation analysis we can see if the amount of television one views will
affect the perceptions of reality. In this study, we are not going to analyze the individuals’ lives

9. 7
to see if it mirrors that of any particular show. If this were to happen, then the resonance effect
would be taking place.
Cultivation theory is a unique theory in which it is difficult to experiment with. As stated
earlier, cultivation takes a long time to occur and this creates a problem when trying to
experiment with the theory. Our study of drug behavior will add a new context (or lens) for the
theory to be viewed. This particular research will help create a more rounded theory. At the end
of our quantitative research study, we will attempt to determine the relationship between media
exposure and the public’s attitudes and perceptions towards drug behavior.
H: Our hypothesis is people who view television shows with drug behavior are more
likely to view drug behavior more positively than those who do not watch shows involving drug
behavior.
RQ1: Our first research question is if there will be a difference amongst viewer’s
perceptions and attitudes of drug behavior between genres of television shows?

10. 8
Methods
Participants
We used an online survey through Google to conduct our research for this study. After
studying our sources and discovering what area of media exposure and drug behavior we
created a survey we felt would show how much television was watched and specifically which
shows, as well as how prominent drug behavior was in that form of media. After releasing the
survey online, the network/snowball method was used to choose our participants. The
researchers posted the survey on numerous forms of media including e-mail, Facebook, and
Twitter to encourage the public to take our questionnaire. We also asked our participants to share
and spread our link to reach a larger demographic than just our online contacts. We also reached
out to fellow teachers and leaders to ask their students to take the survey. We had 317 people
take our survey; out of that total 69% were female, 31% were male, and 1% identified as other.
Measures
For this research process we will use quantitative research as the form of an online survey
to collect our data. We began this research under the impression we were going to use qualitative
data. Being able to delve deeper into people’s opinions of drug behavior would give more of the
answers we were originally looking for. However, we felt that quantity might be more important
that quality in our situation. Also, since this was our first research experience, creating the results
from our data was going to easier if we had quantitative data. We wanted to find out specifically
what shows our audience watch, how many hours they spend watching it, and does that affect
their opinion of drug behavior. The media exposure was presented through television shows from
each genre including Criminal Minds, Real World, Breaking Bad, ESPN, The Voice, CNN, Ellen,
Myth Busters, Weeds, Modern Family, Family Guy, Big Brother, CSI, Grey’s Anatomy, Sports

11. 9
Center, Man vs. Wild, American Idol, Fox News, Jimmy Kimmel, Big Bang Theory, and
Adventure Time. We used Breaking Bad and Weeds as our connection to drug behavior.
However, we can use our results to see if a different genre of television noticeably affected
viewer’s opinions.
Procedures
After we have collected our results we began the process of transforming our
communicative results to analytical numbers. We took every question and assigned a number to
tabulate comparable results. After converting our results we can then compare our data to
discover which media exposure created positive and negative opinions of drug behavior. This
process is the backbone of our research; it is essential to do this process correctly, no mistakes.
After finding results, we have discovered the downfalls of the survey we created and in future
research how we can improve our questionnaire.
Results
An ANOVA comparing television genres found no significant differences among the
groups on attitude toward drug behavior on television, F (9,302) =.90, >.05. Individuals who
watch different genres do not significantly differ on their attitudes towards drug behavior.
Correlations were run for specific television shows in the different genre categories. The
survey contained two questions about the television shows, Weeds and Breaking Bad, which are
based around drug behaviors and regularly show drug behavior. The results showed no
significant correlation between Breaking Bad viewership and attitude toward drug behavior on
television, r (310) = -.06, p > .05. Breaking Bad viewership does not have a significant impact
on perceptions of drug behavior. However, the results showed a significant correlation between

12. 10
Weeds viewership and attitude toward drug behavior on television, r (311) = -.12, p < .05.
Participants who watch Weeds are more likely to view drug behavior on television positively.
The results showed a significant correlation between The Voice viewership and attitude
towards drug behavior on television, r (310) = .25, p > .05. There was significant correlation
between Fox News viewership and attitude towards drug behavior on television, r (309) = .32,
p > .05. There was also a significant correlation between American Idol and attitude towards
drug behavior on television, r (310) = .13, p > .05. The participants who reported high
viewership for The Voice, American Idol, and Fox News are more likely to hold negative views
of drug behavior on television. These three shows represent “reality” shows—or shows based on
real life events. Viewers who watch more reality-based television are more likely to report
negative attitudes toward drug behavior on television.
There exists a significant correlation between Sports Center viewership and attitude
towards drug behavior on television, r (308) = -.14, p < .05. The participants who watch Sports
Center are more likely to view drug behavior on television more positively. A follow-up T-Test
found males (n = 94, M = 3.09, SD = 1.94) watch significantly more Sports Center t (308) =
5.44, p < .05 than females (n = 216, M = 2.03, SD = 1.37). More men watched Sports Center
than females.
Discussion
The purpose of this research study is to examine how drug behavior, specifically drug
dealing and drug dealers, portrayed in the media can affect society’s attitudes, beliefs, or
perceptions about drug behavior. The results of this study helped to understand the impact of
drug behavior on television on peoples’ attitudes and perceptions of drug behavior. Through
running ANOVA and T-test the study found information to support our hypothesis (people who

13. 11
view television shows with drug behavior are more likely to view drug behavior more positively
than those who do not watch shows involving drug behavior) as well as answer our research
question (will there be a difference amongst viewer’s perceptions and attitudes of drug behavior
between genres of television shows).
Our hypothesis stated that people who watch shows with drug behavior involved in the
content will more likely have more positive attitudes and perceptions of drug behavior than those
who watch television shows not involving drug behavior. The survey included two television
shows that highly involved drug behavior, Weeds and Breaking Bad. The results found that the
participants who watched Weeds were more likely to view drug behavior more positively while
there was no correlation between the participants who watch Breaking Bad and their attitudes
and perceptions of drug behaviors. The participants who watch Weeds supported our hypothesis:
people who view television shows with drug behavior in the content are more likely to view drug
behavior more positively. The participants who watch Breaking Bad, however, did not support
our hypothesis.
In our research question we tested if there is a difference amongst viewer’s perceptions
and attitudes of drug behavior between genres of television shows? There was a significant
relationship between a select few television shows and the participants’ attitudes and perceptions
of drug behavior. The results showed that participants who watch the reality based television
shows, American Idol, The Voice, and Fox News were more likely to view drug behavior on
television negatively. It could be that people who watch television reality shows or show based
on reality have more negative attitudes and perceptions toward drug behavior on television. The
results also found that the participants that watch Sports Center are more likely to view drug
behavior on television positively. People who watch sports related television might view drug

14. 12
behavior on television positively. The results helped to answer our research question that viewers
of different genres of television shows have different perceptions of drug behavior.
After examining the results of our initial questions, we wanted to determine if there was a
difference in attitudes and perceptions of drug behavior between men and women. Our
participants were 60% female and 40% male. There was no significant relationship between
men and their attitudes and perceptions of drug behavior, nor was there a relationship between
women and their attitudes and perceptions of drug behavior. However, after viewing the results
and seeing that participants who watch Sports Center were more likely to view drug behavior
more positively, we ran a T-test to compare the attitudes of who watched Sports Center. The
results showed that 70% of the participants who watched Sports Center were men. From the
results of the T-test comparing men and women who watch Sports Center we could imply that
men might view drug behavior more positively than women.
After examining our results we found evidence to support our hypothesis and answer our
research question. People who watch television shows that involve drug behavior, in this case
Weeds, are more likely to view drug behavior on television more positively. Also, viewers of
different genres of shows have different attitudes and perceptions of drug behavior. People who
watch reality shows like The Voice and American Idol tend to likely view drug behavior on
television negatively. Also viewers of Fox News are more likely to view drug behavior
negatively, while people who watch Sports Center are more likely to view drug behavior
positively. Further research could help to draw more conclusions about society’s attitudes and
perceptions of drug behavior compared to the television shows they watch.

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Implications and Limitations
The study of attitudes and perceptions of drug behavior give an insight into many aspects
of Cultivation theory. Our study showed similar results that of other cultivation analyses, like
George Gerbner. People who watched similar shows had similar views of the world regarding
drug behavior. Cultivation theory is relevant in today’s society in many ways. First, we can
predict people’s attitudes and perceptions of the world based on what media they use. Whether
people watch cartoons or crime shows, we can base an argument on their perceptions of reality.
This has many beneficial practices today. It can be used to alter society’s view by creating a
similar message across all television channels. We can, in theory, create a perception of society
that is needed or wanted.
We have encountered limitations within our study. We used a quantitative online survey
to find our research. The easiest way for us to get participants involved was by sending the
survey over various social media sites and e-mail. This process falls under the category of
snowball sample/network, which limits us to our online relationships. The major concern with
this method is similar demographics per person. We cannot generalize our results over a wide
spectrum of people. As researchers, we all attend the same university, which hinders our
sampling because we share many networks.
The questions asked in our survey were guided by past surveys created by Gerbner
(1988). Our mistake was incorrectly analyzing his surveys. Our questions were not specific
enough to our hypothesis and did not provide adequate results. We should have asked questions
relating to drug behavior. We also should have defined drug behavior for participants in our
study. This would have provided us with a clearer understanding of our participant’s idea of
drug behavior.

16. 14
The last major limitation with our study is time. Most studies observing Cultivation
theory happen over a given set of time, whereas, we did a one-time survey. We only had so
much time to create our survey, get participants, and finally analyze our data. Due to this, we
have situations that may arise in our data that may be inconclusive.
Future Research
After evaluating our results, the implications of our findings, and the limitations of our
study, we have found future research that can expand on our current study. Our results have
shown television shows that affect our participant’s view of drug behavior. We can narrow down
our television shows and explore what aspect of the show affects the participant’s behavior. We
also found that we did not provide enough questions regarding drug behavior in our survey. Due
to the idea of camouflaging drug behavior in our survey we only touched the surface of drug
behavior. Instead of asking more detailed questions about drug dealing, consequences, and the
life style, we asked about alcohol and sex. Those questions were thrown out anyway, so we set
ourselves up for little information to back up our data. In future research we will take the
television shows that showed the most influence and then ask delve deeper into drug abuse
influence by that specific media exposure. Our study was solid preliminary research and we set
ourselves up for many options for future research.
An idea we would like to explore is changing our style of research from quantitative data
to qualitative, or researching with both types. Our original plan was to use qualitative data, but
due to our inexperience and time limitation, collecting data was more convenient in the
quantitative form. Using qualitative data for our study would be helpful because it will discover
what about the media exposure affects the opinions of our participants. We could find out if it

17. 15
was the believability of the actors, the realistic plot line, or their own experience with drug
behavior. Questions we might as with personal interviews will include:
-­‐ How dedicated are you to watching (insert show)?
-­‐ Do you feel a personal connection to the characters?
-­‐ Do you find the scenarios in the media relatable to realistic experiences in your life?
-­‐ What is your definition of drug behavior?
-­‐ Do you feel that drug dealing is an issue in society?
-­‐ Describe the environment you were raised in.
-­‐ Describe your opinion of what a drug dealer looks like?
-­‐ Should consequences for drug dealing all be equal?
-­‐ How common do you think the employment of drug dealing is in your world?
Discovering more about the participant’s background and lifestyle choices will also show if
certain opinions of drug behavior are caused from the way someone was raised. We will be able
to encourage the participants to continue their explanations when we find an interesting response.
Qualitative data will give us the details and emotion that we were lacking in the quantitative
data.
Being able to complete more research on our topic would be great opportunity. This first
attempt at a study has been a learning experience, however the possibilities of our success with
this project due to the amount of growth through the semester are very high. Our project has
potential and with adjustments we our research could reach scholarly success.

18. 16
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