George gerbner

• What is the focus of George Gerbner's Cultivation Theory?

  It focuses on the long-term effects of TV viewing.
• How does Cultivation Theory suggest TV influences viewers?

  It suggests that TV shapes viewers' perception of reality.
• What does "cultivation" refer to in the context of Cultivation Theory?

  • Growing ideas in people's heads through TV
• What are the mechanisms through which Cultivation Theory works?

  It works through repeated exposure, long-term effects, and unconscious learning.
• How does TV influence people's views according to Cultivation Theory?

  1. TV being everywhere
  2. Consistency
  3. TV uses pictures and sounds
  4. Storytelling medium
• What are the main effects of cultivation identified in the theory?

  1. First-order effect - numbers
  2. Second-order effect
• What concepts did Gerbner identify in relation to Cultivation Theory?

  1. Mainstreaming
  2. Resonance
• What are the critiques and limitations of Cultivation Theory?

  1. Oversimplification
  2. Casualty issue
  3. Changing media landscape
  4. Methodology concerns
  5. Limited scope