COM 275 Lecture Notes - George Gerbner, Availability Heuristic, Content Analysis
Document Summary
Over time, heavy television viewers develop world views similar to what is seen on television. Focuses specifically on television entertainment and how it is different than any other media. Institutional process analysis: examines the production, management, and distribution of media messages (the industry/business) Message system analysis: content analysis, investigates images in media content, describe message and images displayed. Tv is the greatest source of information and entertainment. Mainstreaming: heavy television viewers absorb dominant set of attitudes and beliefs shows on tv, diverse groups develop similar perceptions. Resonance: real-world events support the distorted image of reality shown on television and reinforce cultivation effect. Television is the primary source of shared meaning and messages: gradual long-term shifts in socialization. Cognitive paradigm: viewers learn from tv then construct beliefs of real world from that. Availability heuristic: increased availability accounts for tv"s impact on real world beliefs, schemas and reoccurring images are more readily stored and available (in tv)
