Lecture 3-26

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

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
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?  
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
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)
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 7

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

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online