04:192:405 Lecture Notes - Lecture 3: Antonio Gramsci, Social Cognitive Theory, Television Consumption

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Theory forms a clear picture of social and media factors. 2. interpretation} medias role of interpretating whats going on in society and then explain it to society, tv has greatest social potential of all media . massive reacjh of tv. 3. transmission of culture} media socialitazion rolesperead of social values foerm one generation to the next how to live, 5. economy linkage} media"s role in bringing together sellers and buyers. }social utility: engage with other people: discuss specific ways in which you personally learn from the mass media that exemplifies social learning from media content. For example the lives of athletes are exemplified by the media. We learn about more than just how they perform when playing their specific sport: explain cultivation theory and its characterization of heavy versus light television viewers" attitudes and behavior. Social cognitive theory} focusing on how we are socialized from what we learn from media. Process in which we learn values, beliefs, and norms of cultural.

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