COMM 102 Lecture Notes - Lecture 17: Mean World Syndrome, George Gerbner, Content Analysis
30 Nov 2016
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The cultural indicators project: headed in 1960s by george gerbner, three components: Cultivation theory: over time, heavy television viewers develop world viewers similar to what is seen on tv (mean world syndrome) Institutional process analysis - how messages are made, managed, and distributed. Message system analysis - the way images are portrayed in media content: first study for president johnson"s commission on the causes and prevention of. Violence: mean world index: measures tv audience perceptions of world violence and aggression, performs content analysis of tv violence annually, focuses on network television broadcast content. Survey methods to evaluate viewer perceptions: mean world index, tv world distorts reality. Older people rare and often portrayed as sick or dying characters. Violent crime involves more than half of all characters - in reality, less than. Theoretical bases for cultivation: tv has become a primary source of shared meanings and messages. Cultivation analysis is designed to understand gradual long-term shifts in the socialization process.
