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Lecture 15 - Cultivation Theory

Lecture 15 - Cultivation Theory - Cultivation Theory...

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10/28/13 1 Cultivation Theory George Gerbner 1 Cultivation Theory Gerbner claimed that heavy television users develop an exaggerated belief in a mean and scary world Regarded television as dominant force in shaping modern society Power comes from symbolic content of real-life drama http://mediamatters.org/blog/2013/08/23/fox- news-racial-crime-coverage-is-hurting-peopl/ 195567 Cultivation Theory Violence is a major staple of the TV world Gerbner was concerned that violence affects viewers’ beliefs about the world around them and the feelings connected to those beliefs, more than it affects viewers’ behaviour Cultivation theory is not limited to TV violence, but it can help people theorise about other TV affects and the affects of how people view social reality Institutional Process Analysis: The First Prong Institutional process analysis Research that addresses scholars’ concern for the reasons why media produce the message they do Scholars in this research attempt to understand what policies or practices might be lurking behind the scenes of media organisations Hollywood concerned with how to export its product globally for maximum profit at minimum cost Message System Analysis: The Second Prong Message system analysis Scholarship that involves careful, systematic study of TV content, usually employing content analysis as a research method Gerbner studied violence, but this method can be
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