CMDA 110 Lecture Notes - Lecture 13: Cultivation Theory, Cultural Studies, Hypodermic Needle
24 Mar 2017
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Document Summary
Catv (first cable system) brought network programming to areas that couldn"t receive broadcast signals. Starting in the 70s, cable networks provided original programming to local cable systems. Cable networks bypassed airwaves, not subject to fcc regulation. Cable networks expanded in 80s and 90s, targeting niche audience demographics and tastes. Overall primetime cable viewership surpassed broadcast in 2004, although audience is fragmented and spread out. Tv programming is increasingly watched whenever people want, rather than when it"s scheduled by the networks. Cord-cutting: getting rid of cable and only watching content available online. Tv everywhere: networks offering content online through authenticated cable subscriptions. Binge-watching: new pattern of viewership in time-shifting era. Hypodermic needle / magic bullet : strong effects on weak audiences, stems from fears about influence of propaganda in early 20 century. Focuses on measurable effects of media on behaviors and attitudes. Focuses on cultural meanings of texts, interpretive and literary analysis. Related to trend of complex, high-quality serial storytelling.
