This preview shows pages 1–2. Sign up to view the full content.
This preview has intentionally blurred sections. Sign up to view the full version.View Full Document
Unformatted text preview: Audience select media that satisfies want or need If it wants or needs change than so will the media Focus is on how individuals use media does not inform how media shapes society-Agenda setting theory Mass media sets the public agenda- it doesnt tell us what to think it tells us what to think about Gatekeepers/filters/editors Omission as important as inclusion-Cultivation theory Mass media, particularly TV, cultivates a world view that is inaccurate but that viewers assume reflects real life This effect is cumulative and is achieved through mainstreaming and resonance The medium is the message-Marshall McLuhan 1967-Medium of communication determines the sustenance of communication-Act of watching TV shapes how we think regardless of what were watching...
View Full Document