COMS 3406 Lecture Notes - Lecture 1: Payne Fund Studies, George Gerbner, Cultivation Theory
13 Jan 2017
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Tv was originally a social media because it encouraged people to come together in groups and watch programs and discuss them (radio as well) Hypodermic model: theory/thought that everyone receives an injection of info the same way (see coms2003) Cold war was bought with culture (ideological battle for supremacy: audience became significant concern (manipulating them, etc. , advertising and propaganda became prevalent (again, subliminal messages. Cultivation theory: theory that exposure to certain types of media affects behaviour (causal relationship b/w media & audience effect: ex: violence in games and reality, representations of women on screen and eating disorders, etc. Framing as bias, representation, subliminal messages (almost), how something is presented and how that affects who watches/consumes it, etc. Commodification of audience as audience members as products that can be sold to people (ex: sell info about yourself to advertisers: dallas smythe. Sense of connection to other countries through media/technology: market research, audience as commodity/audience exploitation, privacy.
