October 20 Agenda Setting Theory

October 20 Agenda Setting Theory - October 20, 2010 1....

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1. Cultivation differential a. Gerbner looked at differences in attitudes between heavy viewers and light viewers: cultivation differential. b. To measure this “cultivation differential,” Gerbner measured differences in attitude on four items: i. Chances of being involved with violence. ii. Fear of walking alone at night. iii. Perceived activity of police. iv. General mistrust of people. 2. Mean World Syndrome a. Cultivation differential supported Gerbner’s hypothesis: long-term media exposure distorts a person’s worldview. 3. Mainstreaming a. Gerbner noticed that heavy viewers tended have more homogenized political and social views. b. Even heavy viewers from different cultural backgrounds (e.g. African Americans and European Americans) shared similar beliefs about the world. c. Gerbner attributed this to the constant exposure of the commercial media’s representation of the world. d. He called this process “mainstreaming.” 4. Resonance NOT ON EXAM a. TV viewing can reinforce negative feelings about bad personal experiences. 5. 2009 Study on LA TV News Coverage a. Study conducted by USC Annenberg School at USC, sponsored by LA Civic Alliance b. Examined all local news programs on LA stations for 14 days in August and September 2009. c.
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This note was uploaded on 09/22/2011 for the course BTMM 1011 taught by Professor Barryvacker during the Spring '10 term at Temple.

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October 20 Agenda Setting Theory - October 20, 2010 1....

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