MDSA01H3 Chapter Notes - Chapter 10: George Gerbner, Polysemy, Pig Latin

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11 Sep 2014
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Power of audiences in shaping the media landscape. Meaning of a text is never inherent; meaning only arises in the interaction between text and audience member. Process can be said to operate in relation to many other media forms as well. Sought to discover how the mass media injected particular messages into customers. Weakness: messages don"t mean the same to everyone + audience doesn"t just passively absorb media messages. As a result, paul lazarsfeld + colleagues created two- step flow model. Certain individuals in the audience that attend more carefully to media than others. Mass media messages would influence the opinion leaders, who would in turn disseminate the info to secondary audiences. Model was still problematic because it supported the notion that the meanings of media messages were clear and definite. George gerbner ! cultivation analysis. Argues that individuals who watch heavy amounts of tv are hyperconscious to issues of danger and violence in their everyday lives.

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