COM 10200 Lecture Notes - Lecture 19: Csi Effect, George Gerbner, Cultivation Theory
2 Nov 2017
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Document Summary
Media cultivation theory: george gerbner, former dean of the annenberg school of communication at the university of. What does the theory address: most theories of media effects deal with the impact of media messages on. Behavior : cultivation theory removes focus from behavioral effects and deals more with effects on attitudes, beliefs, and cognitions, television is the focal point of the theory. Institutional process analysis: the first prong of the plug called , institutional process analysis, the goal of this prong of the theory is to discover why media institutions produce the content that they do. Message system analysis: the second prong of the plug is called , message system analysis, the foal of this prong of the theory is to discover through systematic content analysis the nature of the actual content on tv. It assumes that tv content helps to shape the way viewers perceive the social world.
