Cultivation
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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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