INTRODUCTION
Media is the most powerful tool to disseminate any information among the target audiences. It plays an important role not only in transferring information but also in moulding the people’s perception about a particular subject and it has power to tell viewers about what should or what should not be a reality. Cinema as a part of media plays a vital role in shaping a society. Cinema is like an art which act as a reflector of society and further it reflects the society. There are so many films that leave their marks on the society and, in turn, they react to these films in different ways. Films provide fun and entertainment to their viewers especially Hindi films (Bollywood).
Films always rely on the psychological state of the viewers. …show more content…
Tarpati (2007) says that the recent ‘Taray Zameen Per’ starring Darsheel Sarfary and Aamir Khan, compelled many parents to question the current educational system. Furthermore, it caused parents to look at their own parenting techniques and how they have influenced their children._
Some movies also influenced some parents about their own parenting techniques for their children and if they found themselves wrong in these techniques then they try to change their techniques for the betterment of their children. So basically all these things try to say that movies have so much influence over the viewers. This can also be correlate with the Hypodermic needle theory of mass communication which is to inject the information or message directly into the viewer’s …show more content…
According to this theory, media not only set a particular agenda for public discussion but also strongly suggest how viewer should think and talk about ethnic, cultural, and religious affairs. In media content, there is a power to change the viewer’s perception about a particular thing.
George Gerbner and his colleagues developed the ‘cultivation theory’ to explain the effects of television viewing on people’s perceptions, attitudes and values (Severin and Tankard, 2000). Gerbner et al. (1994) argue that heavy viewers of television are being monopolized and subsumed by other sources of information, ideas and consciousness; this produces the cultivation or shaping of a common worldview, common roles and values most frequently depicted on TV. They discovered that heavy television viewers often give answers that are closer to the way the world is portrayed on television._
According to this theory media cultivate their representation of issue in front of the viewers in such a manner that the message should cultivate on their minds. So basically this will lead to that the terrorism happened anywhere in the world will linked to
Media is the most powerful tool to disseminate any information among the target audiences. It plays an important role not only in transferring information but also in moulding the people’s perception about a particular subject and it has power to tell viewers about what should or what should not be a reality. Cinema as a part of media plays a vital role in shaping a society. Cinema is like an art which act as a reflector of society and further it reflects the society. There are so many films that leave their marks on the society and, in turn, they react to these films in different ways. Films provide fun and entertainment to their viewers especially Hindi films (Bollywood).
Films always rely on the psychological state of the viewers. …show more content…
Tarpati (2007) says that the recent ‘Taray Zameen Per’ starring Darsheel Sarfary and Aamir Khan, compelled many parents to question the current educational system. Furthermore, it caused parents to look at their own parenting techniques and how they have influenced their children._
Some movies also influenced some parents about their own parenting techniques for their children and if they found themselves wrong in these techniques then they try to change their techniques for the betterment of their children. So basically all these things try to say that movies have so much influence over the viewers. This can also be correlate with the Hypodermic needle theory of mass communication which is to inject the information or message directly into the viewer’s …show more content…
According to this theory, media not only set a particular agenda for public discussion but also strongly suggest how viewer should think and talk about ethnic, cultural, and religious affairs. In media content, there is a power to change the viewer’s perception about a particular thing.
George Gerbner and his colleagues developed the ‘cultivation theory’ to explain the effects of television viewing on people’s perceptions, attitudes and values (Severin and Tankard, 2000). Gerbner et al. (1994) argue that heavy viewers of television are being monopolized and subsumed by other sources of information, ideas and consciousness; this produces the cultivation or shaping of a common worldview, common roles and values most frequently depicted on TV. They discovered that heavy television viewers often give answers that are closer to the way the world is portrayed on television._
According to this theory media cultivate their representation of issue in front of the viewers in such a manner that the message should cultivate on their minds. So basically this will lead to that the terrorism happened anywhere in the world will linked to