Article citation:
Gerbner, G. (1998). Cultivation analysis: An overview. Mass Communication & Society, 1(3/4), 175-194.
Vocabulary:
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Mass publics
Cultivation
o Social reality
o Cultivation differential
Cultural Indicators
Message System Analysis
Mainstreaming
Casting and fate
Resonance
Dominant cultural current
Mean World Syndrome
Major issues addressed:
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How did the industrial revolution affect storytelling?
What is the role of television in society?
What is the nature of television programming?
What is the nature of the relationship between television and social reality?
How big a difference in beliefs, etc. is found and what is the significance of that differential?
Factors increasing or decreasing cultivation
How do the beliefs of heavy TV viewers differ from those of light TV viewers?
How does cultivation vary across countries/cultures?
Questions for the final:
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Review the cultivation process as outlined by Gerbner.
What are the implications of cultivation theory for politics? For economics/marketing?