They attribute this difference to more television viewing and more entertainment programming in Argentina than in Taiwan. A more significant conclusion by these authors may be that cultivation research need not be limited to the United States. Despite the controversy surrounding the use of cultivation theory to study the influence of U.S. media on perceptions of foreign audiences, many studies have been conducted that explore this idea. Further, other findings seem to be consistent in reporting differences between men and women and heavy and light viewers. Heavy viewers tend to have more positive perceptions of U.S. wealth and living conditions.
Males often have more negative perceptions than females.
Since much of the research has focused on adolescent audiences, there was a need to explore the influence of U.S. media on perception of U.S. social reality on older audiences. Similarity of Argentina's media system to the U.S. media system and the amount of U.S. media found in Argentina over a long period of time provide an appropriate subject for this research. Argentina and Media Argentina is the eighth largest country in the world, slightly smaller than India. In South America, only Brazil is slightly larger. Nearly forty percent of the country's thirty-three million people live in greater Buenos Aires, and there is considerable political and economic power located in the city.