NOTES FROM

Notes

NOTES FROM MEETING 2 CULTIVATION THEORY KEY POINTS ● Proposed by George Gebner. ● He claimed that because TV contains so much violence, people who spend the most time in front of the tube develop an exaggerated belief in a mean and scary world. ● Gerbner regarded television as the dominant force in shaping modern society and that power came from the symbolic content of real-life drama show. ● It is also important to remember that not only TV is filled with violence, but social media, and right now is the most consumed media among the world. ● This theory does not only apply to violence, it could be anything. ● Michael Morgan pointed out that the cultivation process is much more like the pull of a gravitational field. USES AND GRATIFICATION THEORY KEY POINTS ● Proposed by Elihu Katz ● If media is not persuasive the communication field would wither away. ● Katz questioned what does people do with media. ● People consume a dazzling array of media messages for all sorts of reasons. ● Katz proposed that the study of how media affect people must recognize how people deliberately use media for particular purposes ● Katz thought the key to understanding media depended upon which needs) a p...