Television Channel Content Profiles and Differential Knowledge Growth: A Test of the Inadvertent Learning Hypothesis Using Panel Data

This study uses four waves of panel data to analyze inadvertent learning-that is, learning in the absence of interest or motivation-from watching public service television channels. Previous research suggests that motivation-based gaps in political knowledge are at least partly a function of the political information opportunities provided by the major television channels in a country, which influence the likelihood of being inadvertently exposed to news and current affairs programs. The present study puts the inadvertent learning hypothesis to a thorough empirical test by analyzing individual-level growth in knowledge over time, based on panel data collected during five months leading up to the Swedish 2010 national election. Using multilevel growth curve modeling and an extensive battery of surveillance knowledge questions, the results show not only (a) that public service channel viewing was related to learning, but also (b) that knowledge growth occurred among public service viewers independently of their political motivation and news attention, and (c) that such learning was even more pronounced among viewers lacking an interest in politics. The findings are discussed in light of ongoing media environmental transformations as well as cross-national comparative media systems research.