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However there are many alternative ideas that challenge some of the established |Media theories. here is one. Joseph Klapper's Reinforcement Theory. Check it out. 

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However there are many alternative ideas that challenge some of the established |Media theories. here is one. Joseph Klapper's Reinforcement Theory. Check it out. 

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The Reinforcement Theory | Media in Minutes | Episode 4

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A look at Joseph Klapper's Reinforcement Theory. Follow us on Facebook: http://facebook.com/lessonbucket And Twitter: http://twitter.com/lessonbucket A full transcript of this episode can be found at: http://lessonbucket.com/media-in-minutes/the-reinforcement-theory/ Thanks to Adam 'Elroy' Mazzitelli for his help. Check out: http://www.remoteviewing.com.au http://www.powerscosmic.com

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This is a PPT which explains Cultivation Theory.

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This is a PPT which explains Cultivation Theory.

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Cultivation Theory By Qaisar Khan By Qaisar khan

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Cultivation Theory - Think about how constant watching TV or hours spent on social media or the internet may affect you. This paper sets out to explain some of the ideas which underpin Cultivation Theory.

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Cultivation Theory - Think about how constant watching TV or hours spent on social media or the internet may affect you. This paper sets out to explain some of the ideas which underpin Cultivation Theory.

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television shapes concepts of social reality
History and Orientation

With the decline of hypodermic needle theories a new perspective began to emerge: the stalagmite theories. Black et. al. used the metaphor of stalagmite theories to suggest that media effects occur analogously to the slow buildup of formations on cave floors, which take their interesting forms after eons of the steady dripping of limewater from the cave ceilings above. One of the most popular theories that fits this perspective is cultivation theory.

Core Assumptions and Statements

Cultivation theory (sometimes referred to as the cultivation hypothesis or cultivation analysis) was an approach developed by Professor George Gerbner, dean of the Annenberg School of Communications at the University of Pennsylvania. He began the 'Cultural Indicators' research project in the mid-1960s, to study whether and how watching television may influence viewers' ideas of what the everyday world is like. Cultivation research is in the 'effects' tradition. Cultivation theorists argue that television has long-term effects which are small, gradual, indirect but cumulative and significant.

Cultivation theory in its most basic form, suggests that television is responsible for shaping, or 'cultivating' viewers' conceptions of social reality. The combined effect of massive television exposure by viewers over time subtly shapes the perception of social reality for individuals and, ultimately, for our culture as a whole. Gerbner argues that the mass media cultivate attitudes and values which are already present in a culture: the media maintain and propagate these values amongst members of a culture, thus binding it together. He has argued that television tends to cultivate middle-of-the- road political perspectives. Gerbner called this effect 'mainstreaming'. Cultivation theorists distinguish between 'first order' effects (general beliefs about the everyday world, such as about the prevalence of violence) and 'second order' effects (specific attitudes, such as to law and order or to personal safety). There is also a distinction between two groups of television viewers: the heavy viewers and the light viewers. The focus is on 'heavy viewers'. People who watch a lot of television are likely to be more influenced by the ways in which the world is framed by television programs than are individuals who watch less, especially regarding topics of which the viewer has little first-hand experience. Light viewers may have more sources of information than heavy viewers. 'Resonance' describes the intensified effect on the audience when what people see on television is what they have experienced in life. This double dose of the televised message tends to amplify the cultivation effect.

Cultivation Theory

Source: Hawkins and Pingree (1983)

Cultivation analysis usually involves the correlation of data from content analysis (identifying prevailing images on television) with survey data from audience research (to assess any influence of such images on the attitudes of viewers). Audience research by cultivation theorists involves asking large-scale public opinion poll organizations to include in their national surveys questions regarding such issues as the amount of violence in everyday life. Answers are interpreted as reflecting either the world of television or that of everyday life. The answers are then related to the amount of television watched, other media habits and demographic data such as sex, age, income and education.

Key publications

Boyd-Barrett, Oliver & Peter Braham (Eds.) (1987). Media, Knowledge & Power. London: Croom Helm.

Condry, John (1989). The Psychology of Television. Hillsdale, NJ: Lawrence Erlbaum.

Dominick, Joseph R. (1990). The Dynamics of Mass Communication. New York: McGraw-Hill.

Evra, Judith van (1990). Television and Child Development. Hillsdale, NJ: Lawrence Erlbaum.

Gerbner, G., & Gross, L. (1976a). Living with television: The violence profile. Journal of Communication, 26, 172-199.

Gerbner, G., & Gross, L. (1976b). The scary world of TV's heavy viewer. Psychology Today, 10(4), 41-89.

Hawkins R.P & Pingree, S. (1983). Televisions influence on social reality. In: Wartella, E.,

Whitney, D. & Windahl, S. (Eds.) Mass Communication Review Yearbook, Vol 5. Beverley Hills CA: Sage.

Livingstone, S. (1990). Making Sense of Television. London: Pergamon.

McQuail, D. & Windahl, S. (1993). Communication Models for the Study of Mass Communication. London: Longman.

Stappers, J.G. (1984) De eigen aard van televisie; tien stellingen over cultivatie en culturele indicatoren. Massacommunicatie 12(5-6), 249-258.

Cultivation research looks at the mass media as a socializing agent and investigates whether television viewers come to believe the television version of reality the more they watch it.

In a survey of about 450 New Jersey schoolchildren, 73 percent of heavy viewers compared to 62 percent of light viewers gave the TV answer to a question asking them to estimate the number of people involved in violence in a typical week. The same survey showed that children who were heavy viewers were more fearful about walking alone in a city at night. They also overestimated the number of people who commit serious crimes. This effect is called 'mean world syndrome'. One controlled experiment addressed the issue of cause and effect, manipulating the viewing of American college students to create heavy- and light-viewing groups. After 6 weeks of controlled viewing, heavy viewers of action-adventure programs were indeed found to be more fearful of life in the everyday world than were light viewers.

See also Media, Culture and Society, Mass Media

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History and Orientation With the decline of hypodermic needle theories a new perspective began to emerge: the stalagmite theories. Black et. al. used the metaphor of stalagmite theories to suggest that media effects occur analogously to the slow buildup of formations on cave floors, which take their interesting forms after eons of the steady dripping of limewater from the cave ceilings above.

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Watch this video that explains in detail the key ideas underpinning Media Effects theories

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Watch this video about Audience Theories and Media Effects

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Watch this video about Audience Theories and Media Effects

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Media Effects Theories attempt to understand and explain the relationship between different media and the audience and the possible effects and influence different media may have. Some of these Media theories are outdated as a consequence of  the developing and evolving nature and interactivity of mass media in the 21st Century. On this course you will explore the following: The Hyperdermic Needle Theory, Uses and Gratification Theory, The Two Step Flow Theory, Cultivation Theory and Reception Theory.

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Media Effects Theories attempt to understand and explain the relationship between different media and the audience and the possible effects and influence different media may have. Some of these Media theories are outdated as a consequence of  the developing and evolving nature and interactivity of mass media in the 21st Century. On this course you will explore the following: The Hyperdermic Needle Theory, Uses and Gratification Theory, The Two Step Flow Theory, Cultivation Theory and Reception Theory.

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Watch this video which explains very simply the Uses and Gratification Theory

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Watch this video which explains very simply the Uses and Gratification Theory

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Uses and Gratifications - Audience Theory

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This is the last in the audience theory series. It takes a brief look at uses and gratifications theory with a few small examples. This is meant as a beginning guide for media studies students studying GCSE, A Levels or Btecs. ref: - Blumler and Katz.

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Watch this video. It explains the ideas behind the Hyperdermic Theory.

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Watch this video. It explains the ideas behind the Hyperdermic Theory.

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Hypodermic Needle Theory and Information Theories in Real Life

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This is the 1st in a series of video explaining different audience theories. this is meant as a beginning guide for media studies students studying GCSE, A Levels or Btecs. Hypodermic needle theory http://youtu.be/a-toj0weAEM Two Step Flow http://youtu.be/hFpBLeOHfxs Cultication theory http://youtu.be/7hKaIeAi7OI Reception theory http://youtu.be/gJd1rkDoURA This is hypodermic needle theory.

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Watch this Video which explains the key points of the Two Step Flow Theory.

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Watch this Video which explains the key points of the Two Step Flow Theory.

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Watch this video which explains Reception Theory.

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Watch this video which explains Reception Theory.

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Does the Media tell us what to think? Are we all Robots and simply believe everything the media tells us?

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Does the Media tell us what to think? Are we all Robots and simply believe everything the media tells us?

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Check this out.

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The Agenda Setting Function Theory | Media in Minutes | Episode 3

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An introduction to the Agenda Setting Function Theory which suggests that the media can't tell you what to think but it can tell you what to think about. Follow us on Facebook: http://facebook.com/lessonbucket And Twitter: http://twitter.com/lessonbucket A full transcript of this episode can be found at: http://lessonbucket.com/media-in-minutes/the-agenda-setting-function-theory/ Thanks to Adam 'Elroy' Mazzitelli for his help.