Comm 200 LN 0414_handout

Comm 200 LN 0414_handout - Chapter 22 Cultivation Theory...

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Chapter 22 Cultivation Theory COMM 200 Dr. Gibbs 4/14/10
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Cultivation Theory - Overview The media (esp. television) play an  important role in shaping how we see the  world  We get much of our information from  mediated sources, not direct experience Media cultivates common social beliefs Heavy TV viewers perceive the world as  more violent 
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Assumptions of Cultivation Analysis Television is fundamentally different from  other forms of mass media Television shapes society’s way of  thinking and relating The influence of television is limited Ice age analogy  = small, gradual effects
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Processes and Products of Cultivation Analysis The Four-Step Process 1. Message system analysis 2. Formulate questions about viewers’  social realities 3. Survey the audience 4. Compare the social realities of light and  heavy viewers Cultivation differential 
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This document was uploaded on 11/03/2011 for the course COMMUNICAT 200 at Rutgers.

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Comm 200 LN 0414_handout - Chapter 22 Cultivation Theory...

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