Lecture 15 - Cultivation Theory

Process analysis the first prong institutional

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Unformatted text preview: f TV content 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   An Index of Violence   Dramatic violence – overt expression or threat of physical force as part of plot  Gerbner definition rules out verbal abuse, idle threats, and pie-in-the-face slapstick  Includes physical abuse presented in cartoon format  Gerbner found that the annual index of violence is both high and stable 1 10/28/13 Message System Analysis: The Second Prong   Equal Violence, Unequal Risk   Over half of prime-time programmes contain actual bodily harm or threatened violence   The c...
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