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soc sci week8[1] - Tuesday March 11 Today's material in the...

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Tuesday, March 11 Today’s material in the textbook cultivation theory, pp. 151-153 yes, it will be on Exam 2 Cultivation theory Long term exposure to heavy TV content has small but perceptible effects on the perceptions of the audience Gerbner, 1980 Not about immediate effects or imitation Is about expectations & broad patterns of attitude George Gerbner (1919-2005) Born in Hungary Emigrated to US in 1939 3 B’s of cultivation theory – Gerbner Blurs traditional distinctions in people’s views of the world Blends their realities into TV’s cultural mainstream Bends the mainstream to the institutional interests of TV and its sponsors TV viewing habits (from the 1960s) Heavy viewers = 4 or more hours per day Moderate viewers = 2-4 hours per day Light viewers = less than 2 hours per day What you watch doesn’t matter Cultivation analysis uses 2 methods: Content analysis – systematic count of content in TV by genre or time period Example: women in sitcoms, Latinos in primetime; most underrepresented group in proportion to the population ?
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  • Spring '08
  • Andsager
  • Cultivation theory, heavy viewers, heavy TV viewers, textbook cultivation theory, Cultivation theory Long

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