17 February 2010 Lecture

17 February 2010 Lecture - 17 February 2010 Lecture...

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17 February 2010 Lecture Cultivation Hypothesis Critiques Internal validity/Causation-controls and reverse causation Application in diversified media environment—theory and methods Over reliance on content analysis without sufficient evidence of effects Causal mechanisms linking media content and attitudes are not well specified or tested. Weak on theory What are the potential casual mechanism (Theoretical explanations) for how media portrayals of outgroup members might affect prejudice and stereotyping in mass public? Parasocial interaction (contact hypothesis): Some viewers form affective bonds with outgroup TV characters or with ingroup TV characters who have a positive relationship with outgorup TV characters. Modeling intergroup interactions (modeling theory or social cognitive theory): Viewers emulate relationships between ingroups and outgrops that they observe on TV. Media world as the real world
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This note was uploaded on 10/21/2011 for the course COMM 125 taught by Professor Chompsky during the Spring '08 term at UPenn.

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17 February 2010 Lecture - 17 February 2010 Lecture...

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