April 7, 2008Media Theories (cont.)Displacement Theory• The media displaces other things in our lives- Instead of reading, exercising, sitting down to dinner with family- Functional Similarity - we only would have watched television if we weren't listening to the radio• Inverse Correlational Relationship between academic achievement and watching the media- If time watching goes up, academic achievement goes down (vice versa)Cultivation Theory• Television fosters beliefs about social reality- Unrealistic- Promote a distorted view of life ("Friends" - with the jobs they had, could they live like they did?)• Quarter-life Crisis (by 25, people expect to have the exact same that their parents had)Assumptions of Cultivation Theory1. Television is unique (television is everywhere; reaches everyone; no skills needed to understand television)2. Television forms the cultural mainstream (forms the general view of life in our society; what it's all about; what we should do, believe, etc.)3. Television cultivates basic assumptions about life, rather than specific attitudes and
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Cultivation theory, heavy viewers, Inverse Correlational Relationship, Television fosters beliefs