cultivation analysis

cultivation analysis - CULTIVATION ANALYSIS Tradition:...

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CULTIVATION ANALYSIS Tradition: Soci-Cultural and Critical Context: Mass/Media Approach: Empirical Developed by George Gerbner (1972) Mediated messages explaining long-term formation and shaping of perceptions, understandings, beliefs about the world TV (and other media) cultivate one’s belief about reality Assumptions TV is essentially and fundamentally different from other forms of mass media. TV shapes our society’s way of thinking and relating. The influence of TV is limited. Ice Age analogy – a position stating that TV doesn’t have to have a single major impact, but influences viewers through steady limited effects Culture in the US has dramtically changed since the 1950s TV used to be a novelty Now TV (and other media) is practically invisible Cultivation theory came from the reality that TV effects society cumulatively Causal argument – an assertion of cause and effect, including the direction of the causality Ritual perspective – a position depicting the media as representers of shared beliefs
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cultivation analysis - CULTIVATION ANALYSIS Tradition:...

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