Lecture 3-26

Lecture 3-26 - Cultivation Theory Mass communication One...

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Cultivation Theory 09/04/2008 19:32:00 Mass communication:  One large organization Messages are public Audience is usually very large and varied Cultivation Theory Examines the link between TV consumption and perception of social reality Presupposition: What is on TV is NOT REAL. Not an accurate reflection of  reality TV dominates the symbolic environment of its audiences and give people false  views of what reality is like TV “cultivates” or reinforces certain beliefs in its viewed (society is violent, there  are no old people) TV has a powerful cumulative effect on users o Symbol sharing influences how we view the world Mainstreaming TV viewing can move heavy viewers towards a mainstream view/perception EXAMPLE: o Heavy TV viewers in the Northeast and South become more similar in  their views o Light viewers have very different views Resonance Effects of TV are grater when the content is consistent with the real-life  situation of the viewer The impact of TV viewing is greater for those for whom the TV messages  resonate Question Should anything be done to control violent entertainment content? Do you think media consumption really influences how you see the world? o If yes, to what extent?  
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Agenda Setting Theory 09/04/2008 19:32:00 Agenda Setting Theory (McCombs and Shaw) Explains the relationship between how the media cover a story and the extent  to which we think that story is important Shaw and McCombs (1977)
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This note was uploaded on 04/15/2008 for the course COM 200 taught by Professor Barrientos during the Spring '08 term at Pepperdine.

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Lecture 3-26 - Cultivation Theory Mass communication One...

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