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Cultivation. Violence in the Media. Cultivation. How are perceptions of violence “cultivated” through the media? How does the understanding of audience in cultivation differ from that in uses & gratifications ? What images count as “violent?”

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cultivation

Cultivation

Violence in the Media

cultivation1
Cultivation
  • How are perceptions of violence “cultivated” through the media?
  • How does the understanding of audience in cultivation differ from that in uses & gratifications?
  • What images count as “violent?”
  • What role do on-screen consequences play in cultivation?
  • Which are the key genres for media violence?
  • What, if anything, can be done to reduce cultivation effects?
cultivation of violence
Cultivation of Violence
  • Long term
  • Audience participates
  • Perceptions out of accord with reality
  • Violence
  • Other realms:
    • Trust
    • Community
media effects on social institutions
Media Effects on Social Institutions
  • Condition receptivity
  • Present role models
  • Reveal backstage behaviors
  • Emphasize particular perspectives & values
  • Forces at work:
    • Sensationalism
    • Instant gratification
    • Oversimplification
changing media messages
Changing Media Messages?
  • If you were in control of a network, what values, perspectives, appeals would you encourage? How?
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