A Social Cognitive Approach Towards Understanding the Effects of Popular Poker Television Shows on College Students
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University of Central Florida STARS Electronic Theses and Dissertations, 2004-2019 2006 A Social Cognitive Approach Towards Understanding The Effects Of Popular Poker Television Shows On College Students Marc Londo University of Central Florida Part of the Communication Commons Find similar works at: https://stars.library.ucf.edu/etd University of Central Florida Libraries http://library.ucf.edu This Masters Thesis (Open Access) is brought to you for free and open access by STARS. It has been accepted for inclusion in Electronic Theses and Dissertations, 2004-2019 by an authorized administrator of STARS. For more information, please contact [email protected]. STARS Citation Londo, Marc, "A Social Cognitive Approach Towards Understanding The Effects Of Popular Poker Television Shows On College Students" (2006). Electronic Theses and Dissertations, 2004-2019. 936. https://stars.library.ucf.edu/etd/936 A SOCIAL COGNITIVE APPROACH TOWARDS UNDERSTANDING THE EFFECTS OF POPULAR POKER TELEVISION SHOWS ON COLLEGE STUDENTS by MARC LONDO B.S. University of Houston, 2001 A thesis submitted in partial fulfillment of the requirements for the degree of Master of Arts in the Nicholson School of Communication in the College of Arts and Sciences at the University of Central Florida Orlando, Florida Spring Term 2006 © 2006 Marc Londo ii ABSTRACT Tournament poker shows have become a leading ratings draw on American television. Since ESPN and the Travel Channel began airing their innovative poker shows in 2003, the game has reached a new following, particularly among college students. There are unique and psychologically significant factors that characterize the college population that make students particularly receptive to popular characterizations in media. This study investigates the potential exacerbating effect that these widely popular poker television shows have on the gambling behavior of college students. 444 college students completed a survey designed to assess gratifications sought through media along with measures of attitudes, gambling behavior, and social systems. Using Social Cognitive Theory as a framework of influence, exposure to these shows – ranging from the individual student to the overall college environment – was assessed and evaluated. Results indicated that student gambling is strongly correlated to viewership of poker shows, particularly among younger students. This was especially seen among students who utilized the online gambling option. Gambling behavior of peers wasn’t shown to be a strong influence for student gambling. However, excitement was shown to be a strong variable that should be looked at closer. iii This thesis is dedicated to my family and friends, without whom I wouldn’t be the person I am today. To my parents, Bert and Marcia Londo, who continue to offer their strength and guidance while I strive to live up to the example they have set for me, a very special thank you for giving me the vision, to set high goals for myself, and resolve to keep reaching for my dreams. To my older brother and sisters, who have all attained degrees of their own, many thanks for giving me higher expectations by which to live my life. Your guidance has helped me realize the importance of an education, while giving me a better understanding of my own responsibilities as a big brother. For my younger sisters, Kelli and Hayley, special thanks for always asking about my thesis. You have both changed my life in so many ways. For the friends I have made while at UCF, thank you for enriching my education with your insights and support. A special thanks to Diana Acevedo and Juliana Llano for their encouragement while I was going through the process of writing this thesis. Their enthusiasm and interest in my progression helped me maintain my own interest as I progressed in this study. Last but not least, special thanks to Alvin, my first roommate at UCF, who inspired the subject of this thesis. If I wouldn’t have lost so many quarters and dimes, in our one and only time we ever played poker together, I’m not sure what I would have written my thesis about. iv ACKNOWLEDGMENTS I would like to acknowledge my committee for their commitment to me and seeing this project through to fruition. From my first graduate-level course to completion of this thesis, Dr. Maria Santana has been a great source of insight and support. The enthusiasm I took from her classes was a major motivating factor in my desire to write a thesis. It was also through her lectures that I sharpened my ability to look at an issue from many different perspectives. I would also like to express sincere gratitude to Dr. Dan Shaver for his guidance throughout this study. He showed me step-by-step how to take an idea and thoroughly study each aspect of it. His advice has allowed me to grow as a researcher. Special thanks to Dr. Andrea Scott and Dr. Sam Lawrence for their added perspectives and help with editing this study. It was truly a team effort. v TABLE OF CONTENTS LIST OF TABLES.................................................................................................................viii LIST OF FIGURES .................................................................................................................ix INTRODUCTION ....................................................................................................................1 Previous Research on College Student Gambling ................................................................ 5 Gambling and the Internet .................................................................................................... 9 The Mainstreaming of Poker .............................................................................................. 11 Media Influences on Student Gamblers.............................................................................. 13 Social Cognitive Theory ..................................................................................................... 16 Social Comparison Theory ................................................................................................. 20 Activation Theory............................................................................................................... 22 A Uses and Gratifications Approach .................................................................................. 23 HYPOTHESES AND RESEARCH QUESTIONS ................................................................ 27 METHOD ............................................................................................................................... 33 Sample ................................................................................................................................ 33 Measurement....................................................................................................................... 33 Indexes................................................................................................................................ 36 ANALYSIS............................................................................................................................. 39 THE SAMPLE........................................................................................................................ 41 RESULTS ............................................................................................................................... 45 DISCUSSION......................................................................................................................... 60 SUMMARY............................................................................................................................ 64 FUTURE RESEARCH ........................................................................................................... 66 vi APPENDIX A: SURVEY....................................................................................................... 67 APPENDIX B: CONSENT LETTER..................................................................................... 73 APPENDIX C: FOLLOW-UP LETTER................................................................................ 75 APPENDIX D: IRB APPROVAL LETTER .......................................................................... 77 REFERENCES ....................................................................................................................... 79 vii LIST OF TABLES Table 1 Cross-Tabulation Showing Age and Classification................................................... 42 Table 2 Frequency Distribution According to Major Fields of Study.................................... 42 Table 3 Cross-tabulation demonstrating the Age of Resident Students.................................. 43 Table 4 Frequency Distribution Showing Estimated Family Income for 2004 ...................... 44 Table 5 Cross-tabulation Referencing Employment Status with Personal Income ................ 44 Table 6 Correlations between Identification and Gambling Gratifications........................... 48 Table 7 Correlations Between Problem Gambling and Gambling Gratifications ................. 49 Table 8 Cross-tabulation Between Gender and Poker Viewing ............................................. 51 Table 9 Correlation between Identification and Exposure, Online Gambling, and Gambling Behavior According to Age............................................................................................. 52 Table 10 T-tests Show Differences in Online Poker playing Between 18 Yr Olds and Older Students..........................................................................................................................