Hoofdstuk 24 Flashcards
What is Cultivation Theory?
Cultivation Theory predicts and explains the long-term formation and shaping of perceptions, understandings, and beliefs about the world as a result of consuming media messages. It posits that media, especially television, can shape a person’s sense of reality.
What are the key assumptions of Cultivation Theory?
The theory assumes that television is fundamentally different from other forms of mass media, that it shapes society’s way of thinking and relating, and that its influence is limited but consistent, contributing steadily to our vision of the world.
What is the four-step process of Cultivation Analysis?
The process includes Message System Analysis, formulation of questions about viewers’ social realities, surveying the audience, and comparing the social realities of light and heavy viewers.
What are Mainstreaming and Resonance in the context of Cultivation Theory?
Mainstreaming refers to heavy viewers perceiving a similar culturally dominant reality to that shown on television. Resonance occurs when a viewer’s lived reality coincides with the reality pictured in the media.
What are first order effects and second order effects in Cultivation Theory?
First order effects refer to the learning of facts from the media. Second order effects refer to learning more general values and assumptions from the media.
What is the Mean World Index?
The Mean World Index is a measure of how television viewing influences perceptions of the world. Heavy viewers tend to perceive the world as a meaner place than light viewers, illustrating the mainstreaming effect of television.
