CMST 3K03 Lecture 5: Cultivation and Discontents

• School: McMaster University
• Department: Communication Studies
• Course: CMST 3K03
• Professor: Dale Shin

Document Summary

Reception and relationship between audiences and media by effect model. Reception and consumption of media is linear and one way. Media causes or produces certain effects in audiences: sender (who, message (says what, channel (environment, receiver (to whom, effect (what does it cause) Example of effects model used to explain the audience"s relationship to media. Aimed to replace subjective interpretation of media with objective quantitative approaches. Attempted to identify presence or absence of particular words, images, themes, ideas within media, the medium, or its message. Concerns the effects of violence in entertainment media, how it is consumed by audience members. Counting the number of times certain events have been represented, draw conclusions about how these scenes might affect audiences with the amount they consume or frequently visit. The role of violence was specifically highlighted - television is dominated by representation of violence - violence is being overrepresented on tv programs, used in a wrongful way (entertainment means)