test four study guide

test four study guide - Chapter 22 Cultivation Analysis 1....

Info iconThis preview shows pages 1–4. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 22 Cultivation Analysis 1. What were Gerber’s Cultural Index Project and Violence Index, and how did they impact this approach to studying media? Cultural Index Project was the first register systemic study of TV programming & “conceptions of social reality that viewing cultivates in child & adult audiences in the US”. the in the US It was the first time that TV was studied 2. What is Cultivation Analysis? Mass communication cultivates certain beliefs about reality that are held in common by mass communication consumers such as TV - most of what we know is due to media - media help us enhance and maintain reality 3. What are the Basic Assumption of Cultivation Analysis? 1) TV is Different from other Media -98% of homes have it, don’t have to be literate, uses visual & audio senses - Its unique in the sense it allows you to be free - Ageless in that anyone can watch EX: Barney 2) TV Shapes Society’s Way of Thinking - It is a cultural arm that reaches out to people - Helps society paint a picture of what is the right world EX: Vietnam War & Watergate -Also, helps stabilize social patterns, Resist change 3) TV Influence is Limited It was a small effect on people that can be powerful - Also, causes consumers to be more fearful/concerned about the world 4. What are the steps that create process of cultivation analysis? 4 step process : 1) Message System Analysis : detailed content analysis of TV programming to demonstrate recurring/consistent values, theme, image, portrayals EX: Marriage, Kids 2) Formulation of Questions About Viewer’s Social Realities : What is your view of reality 3) Audience Survey : View profile- how much TV do they watch? Light Consumers: 2 hrs. * about ¼ of the public Heavy Consumers (TV Type): 4 hrs. + Middle: 2-4 hrs. 4) Comparing Social Realities of Heavy and Light Consumers : What are the viewrs perception of violence EX: heavy consumers fear of walking alone @ night, trust issues
Background image of page 1

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

View Full DocumentRight Arrow Icon
5: What are the products of Cultivation Analysis? 1) Mainstreaming: The process of blurring, blending & bending what heavy viewers undergo - Heavy viewers see TV as conservative and take what they see on TV to believe that the real world really is more dangerous than what it really is 2) Resonance: the congruent (agreement) that the TV world & the real world have something in common Level of Effect: 1) First Order: Seek out information to see if what you saw on TV is true EX: Kids using drugs 2) Second Order: Hypothesis that what things are like in your environment 3) Mean World Index : We see the world as a mean place Heavy viewers see place as ugly & mean, believe that 1. People just looking out for themselves 2. You just can’t be too careful 3. Most people take advantage of you if they have a chance 5. Evaluation of Theory -First to say that TV is powerful medium - Developed from long term data collection -Heursistic - No clear definition of what is violence & Do we all view TV in the same way?
Background image of page 2
Ch. 23 Uses and Gratifications 1. What prompted this theory to be developed? What is the key question?
Background image of page 3

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

View Full DocumentRight Arrow Icon
Image of page 4
This is the end of the preview. Sign up to access the rest of the document.

Page1 / 9

test four study guide - Chapter 22 Cultivation Analysis 1....

This preview shows document pages 1 - 4. Sign up to view the full document.

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