CMN2160 Lecture Notes - Lecture 2: David Gauntlett, George Gerbner, Cultivation Theory
5 Mar 2016
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Document Summary
Us in 1960/70s concerns about the impact of media violence on. Cultivation analysis is the study of what is usually called effects or impact we consider the latter terms inappropriate to the study of broad cultural influences. The effects of pervasive (extensive) medium upon the composition and structure of the symbolic environment are subtle, complex, and intermingled with other influences. Also, the concept of causation, borrowed from simpler experimental and biological sciences, is not fully applicable to the steady flow of images and messages that comprise much contemporary popular culture. The premise of cultivation theory then is that o! Given the environment that sustains the most distinctive aspects of human experience is the environment of symbols o! Cultivates the way we think about the world around us. According to george gerber research there are 3 viewers: Light: if you watch tv less than 2hrs a day. Medium: if you watch tv 2-4 hrs a day.
