Gerbner theory of cultivation - The Media and Your Child...

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The Media and Your Child
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Socio-psychological Theory  and the Problem of  Media Effects COMM 3210
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Socio-psychological Tradition of  Communication Theory Communication defined as expression, interaction, influence: How people interact, causes and effects of communication Mediated by psychological variables (emotions, attitudes, beliefs, personality traits) that cause behavior Problems are undesirable behaviors & effects (e.g. low marital satisfaction, high employee turnover, violence) Follows scientific metatheory: Goal is to explain the causes and effects of communication (e.g. uncertainty reduction theory)
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Our Focus: Media Effects We will focus on the problem of media effects Cultivation theory (Gerbner) Framing and agenda setting (Entmen) Social learning theory (Bandura)
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How much TV do you watch on an average day? 4 or more hours? 2-4 hours? Less than 2 hours?
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Cultivation Theory George Gerbner Central Claim: Persistent, long term exposure to TV content has small but measurable average effects on the perceptual worlds of audience members.
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George Gerbner (1919-2005) _03/382j/kimberly/page2.html
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  • Fall '08
  • CRAIG
  • Cultivation theory, Cultivation, heavy viewers, Cultivation Differential, Cultivation Research Process, Calculate Cultivation Differential

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