JMC 1100 Lecture Notes - Lecture 14: Content Analysis, George Gerbner, Cultivation Theory
10 Aug 2016
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The extent to which a study represents the real world. Experiments have more control over the influence of third variables, but less ecological validity. Refers to the effects of media consumption over time. Amount of media coverage of issues public perception of issue importance: example of accumulative effects: agenda setting. Media images mold society by the long-term presentation of relatively uniform visions of social reality. Prediction: heavy media users will have beliefs and attitudes that reflect the social reality presented in media. Explanation: by presenting a relatively uniform view of social reality, media cultivate that view in public. What research methods would you use to test this prediction: content analysis. Tv is unique among media: pervasive, easy to use and understand, uniform view of social reality, tv frequently presents unrealistic views of the world. Gerbner"s findings: long-term exposure to tv has small but perceptible effects on the perceptions of heavy viewers.
