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a theory that predicts and explains the long term formation and shaping of perceptions, understanding, and beliefs about the world as a result of consumption of media messages
(television and other media play an extremely important role in how people view their world) |
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-television is essentially and fundamentally different from other forms of mass media
-television shapes our society's way of thinking and relating
-The influence of television is limited |
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| Transmissional perspective |
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| a position depicting the media as senders of messages across space |
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| a position depicting the media as representers of shared beliefs |
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a yearly content analysis of prime-time network programming at assess the amount of violence represented
(if the link between tv fare and subsequent viewer aggression was to be made, the presence of violence on tv needed to be demonstrated) |
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The difference in responses between light and heavy tv viewers
(more tv consumed: more likely a person is to hold opinions and ideals similar to those portrayed on tv rather than in the real world) |
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| Heavy viewers that come from different demographic groups still acquire similar ways of seeing the world |
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Occurs when a heavy tv viewer's lived reality coincides with the reality pictured in the media
(these viewers receive a 'double dose' of messages that 'resonate' and amplify cultivation. if you experience in real life what you see on tv, it will become reinforced) |
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refers to learning facts from the media; estimates of real world frequencies of events and public opinion
Ex- how many people are in law enforcement? when you see all the cop shows and criminal shows, you get the impression that there are tons of people working in law enforcement |
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Refers to learning values and assumptions from the media; influence on attitudes
Ex- do you think people are honest? according to sitcoms and shows, a very little amount of people are honest |
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Idea that heavy tv viewers see the world as a mean place
-most people are just looking out for themselves
-you can't be too careful in dealing with people
-most people would take advantage of you if they get the chance |
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