Zait, AdrianaMihalache, Carmen-Monica2017-05-302017-05-302014ISSN 1647-1989http://hdl.handle.net/10437/7938Studies have shown that the more people watch television, the higher are their estimates of certain portrayed beliefs and values, one of which is materialism. The present article aims to show if and how television and other media channels might shape materialistic values, having in mind the theories of cultivation and social cognition, testing a possible connection between television consumption and materialism. Also, we were interested in finding out if there are different characterizations of materialistic value, specific to Romanians, considering socio-demographical variables. The research methodology included an exploratory research and a quantitative one – survey on a sample of 407 persons. We used Richins’ scales of materialism, for the first time in Romania, testing them in this cultural specific context in order to have a mutual, common base in comparing values.application/pdfengopenAccessCOMUNICAÇÃOCOMMUNICATIONTELEVISÃOTELEVISIONCONSUMO TELEVISIVOTELEVISION CONSUMPTIONCOGNIÇÃO SOCIALSOCIAL COGNITIONMATERIALISMOMATERIALISMROMÉNIAROMANIAarticle