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26 Cards in this Set
- Front
- Back
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Payne Fund
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brought together a group of social scientists who examined the effects of movies on the nation’s youth.
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1960s-1970s
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US presidents appointed commissions and charged them with studying television violence and assessing on young people.
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George Gerbner
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initiated the cultural indicators project in 1967
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The Cultivation Indicators Project
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The first study conducted for President Johnson’s National Commission on the Causes and the Prevention of Violence. Conducted each year and focuses on content of network television. Investigates the “cultivation” effect on audiences due to portrayals on television on issues of gender, age-role stereotypes, the family, and so forth
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Mean World Index
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an instrument used to measure people’s perceptions about violence and aggression in the world.
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Cultivation Hypothesis
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proposes that over time, heavy viewers of television develop views of the world similar to what they see on television. (Is not a theory due to the lack of supporting, empirical evidence to explain how the cultivation process occurs)
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Institutional Process Analysis
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examines the production, management, and distribution of media messages.
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Message System Analysis
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involves the investigation of images in the media content, such as gender roles, portrayal of minorities, and the way certain occupations are depicted.
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Great Storyteller
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television serves as a “wholesome distributor of images”.
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Mainstreaming
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assumes that dominant sets of attitudes, beliefs, values, and practices exist within cultures. Heavy viewing may absorb or override differences in perspectives and behavior which ordinarily stem from other factors and influences. (Nancy Signorielli and Michael Morgan)
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Resonance
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occurs when real-world events support the distorted image of reality shown on television. Whenever direct experience is in agreement with the messages from television, the messages are reinforced and cultivation effect is amplified.
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Interaction
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between television and its public; a continuous process beginning with infancy and going on from cradle to grave (Gerbner)
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Complex Psychological Processes
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define television exposure in terms of time; television messages are relatively uniform in nature and that viewing of television is non-selective (ritualized viewing).
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Cultivation
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assumes that television has become a primary source of shared meanings and messages for people in the United States and throughout the world.
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Signorielli and Morgan
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Television is our nations most common and constant learning environment. It both mirrors and leads society. It is a storyteller, showing and telling us about life, presenting both sides good/bad.
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Cultivation Analysis
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designed to understand gradual, long-term shifts and transformations in the way generations are socialized.
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Cultivation Theory
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based on the results of research finding a persistent and pervasive pull of the television mainstream on a great variety of conceptual currents and counterparts
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Cognitive Paradigm
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should serve as the theoretical base
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Cultivation Process
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involves learning and construction; the viewer learns by watching television, perceiving and remembering the contents; the viewer constructs an outlook regarding the real world based upon what has been learned from television.
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Social Cognitive Theory
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advanced by Albert Bandura, states that the actions and behavior of a person are determined by both internal factors and external factors; behavior, internal factors, and external factors interact at varying degrees and varying levels.
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Criticisms
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concerns about statistical controls and interpretation of cultivation findings; casual order of effects in cultivation research and objected to certain theoretical formulations; argued that psychological dimensions should be incorporated into the cultivation theory.
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Global
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researchers have expanded their research to include countries throughout the world.
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Shrum
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suggests that the cultivation process strengthens a viewer’s beliefs rather than changing them.
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The Cultivation Argument
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traditional effects research is based on evaluating specific informational, educational, political, or marketing efforts in terms of selective exposure and measurable before/after differences between those exposed to some message and others not exposed. Imbued with the ideology of print culture and its ideals of freedom, diversity, and active electorate
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Diffusion
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the process by which an innovation is communicated through certain channels over time among the members of a social system
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Innovation
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an idea, practice, or object perceived as new by an individual or other unit of adoption.
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