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Langara College (1,809)
CMNS 1115 (57)
W.Yeung (23)
Lecture

Cultivation theory.docx

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Department
Communications
Course
CMNS 1115
Professor
W.Yeung
Semester
Winter

Description
Cultivation theory Media has cumulative effects rather than direct ones – they play a role in the cultivation of our attitudes, beliefs, behaviors, etc. Mass media provides a point of common experience for societies at large – they “teach” us how to view the world • Mass media is the basis of contemporary socialization – they are a common symbolic environment • The ongoing consumption of mass media messages results in the adoption by members of society of a common language derived from media • This common language shapes our understandings, opinions, preferences • It is not any one media message that influences us, but the ongoing consumption of messages in a particular form that does so Differences in consumer tastes make little difference if we are all getting our info from the same media sources Summary Overall, the sociopyschological tradit
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