Lifestyles of the Rich and Famous: Celebrity Media Diet and the Cultivation of Emerging Adults’ Materialism

The present study used cultivation theory to explore the relationships between celebrity media diet and materialism for a sample of 224 emerging adults. Results indicated main effects between both celebrity magazine consumption and celebrity TV news consumption on materialism. Total celebrity media diet was also significantly related to materialism. Findings suggest that a media diet high in celebrity culture and lifestyle has significant impact on emerging adults' preoccupation with consumerism, particularly for women. This research contributes to a growing body of literature on the effects of a celebrity-saturated media environment and the cultivation of materialistic attitudes.