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M cultivation theory - viewers Researchers from this...

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Theory and Philosophy of Communication Communicational Theory Lecture by: Dr. Natalie Nelson-Marsh The Media Cultivation Theory The Sociospsychological Tradition Concepts Cultivation 1.) Heavy viewers 2.) Light viewers 3.) “mean-world syndrome” Explanations Television brings about a shared way of viewing the world, homogenizing agent in culture, or cultivating a common culture Patterns of exposure: 1.) Believes reality is consistent from what is on television 2.) Does not take what is seen on TV literally 3.) Exposure to violence on TV makes others believe that no one can be trusted and that we live in a violent world Principles Studies how media alters cognitive processing and reality perception Philosophical Assumptions Epistemological (knowledge) Knowledge is about an existing reality shaped by media Heavy viewers of television will have more of their knowledge influenced than light
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Unformatted text preview: viewers Researchers from this perspective discover knowledge about how media changes psychological processing of information Ontological (values) A real-world pre-exists and is not created by human beings Human beings are wired mentally to process information in particular ways Media manipulates this process and in turn causes individuals to perceive reality in certain ways If humans watch less TV, their processing of information is less affected and therefore their perception of reality is closer to the truth Axiological (research) Studies how television effects cognitive processing Follows the scientific-method Other Make sense in our minds – individual Thus, humans lack agency and are passive to a.) the psychology they are born with and b.) the external that causes them to perceive the world in particular ways...
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