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Unformatted text preview: Exam Information • Time: Mon, May 10 @ 12:00 PM -2:00 PM • Location: Annenberg School Room 110 • Format: multiple choice, fill in the blank, matching, short answer • Distribution: 2/3 of exam content will focus on the material not covered by the midterm For each of the following, you are responsible for knowing the definition and description as well as major components and concepts associated with the theories or terms. You should be able to provide examples for each and use each appropriately. Finally if given a definition, description, examples or application, you should be able to provide the correct name or term. Theories, Models and Hypotheses (* indicates you must also know the names) • Cultivation Theory (Gerbner)* • Cultivation Hypothesis : developed as one attempt to explain the influence of television on its viewers • The cultivation tradition grew out of a media violence research project called the Cultural Indicators Project , headed in the 1960s by George Gerbner , a University of Pennsylvania communication scholar o Cultural Indicators Research Project Components and Methods • Institutional process analysis : investigates the pressures and constraints that affect how media messages are selected, produced, and distributed. • Method: Elite interviews and observation, analyzing existing statistics, historical comparative research. • Message system analysis : quantifies and tracks the most common and recurrent images in television content. • Method: Content analysis of prime-time network shows. • Cultivation analysis : studies whether and how television contributes to viewers' conceptions of social reality. • Method: Survey research to determine viewer perceptions of the world. Often compare heavy to light viewers. • Concepts (some vocabulary) : o Mainstreaming : Television programs present and perpetuate dominant cultural attitudes, beliefs, values and practices. Diverse publics become similar when watching television because they all receive similar messages. o Resonance : Real-world events interact with television images and reinforce each other when similar o *Intragroup (interrole) comparisons, intergroup comparisons, television-reality (interreality) comparisons GET DEFINITIONS FOR THESE TERMS Critiques of Cultivation Hypothesis • 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 • Mutz & Goldman “Effects of Mass Media on Stereotyping & Prejudice” What are the potential causal mechanisms (theoretical explanations) for how media portrayals of outgroup members might affect prejudice and stereotyping in mass public?...
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This note was uploaded on 10/21/2011 for the course COMM 224 taught by Professor Staff during the Spring '11 term at UPenn.
- Spring '11