COMM 3300 Lecture Notes - Lecture 6: Lite-Brite, Cultivation Theory, Product Placement
Document Summary
Most popular in christmas movies-lots of people watch them, commercialized, targeted toward family, integrate brands with the story (macy"s in miracle on 34th street) Brand study-most recognized when central to the story-harold and kumar. No tag to determine nature of program increased belief-nothing that said this is a true story or not. First order cultivation-heavy viewers come to believe real world is like tv world. Second order cultivation-heavy viewers adopt a particular attitude. Most people are just looking out for themselves . Mainstreaming-when people of different groups are exposed to the same media. What you see in real world matches what you see on tv-amplifies cultivation. Short term lab and research tests get effects. Survey method is best way to measure this. Living in high crime areas watch more tv and report more fear. Perceptions of the probability versus fear of being victimized. Critical image-stand out, are deviant, are intense, and more important viewing experience.
