Theory Key Names
Annotated list of scholars and terms, from the Instructors Manual and margin notes in the text
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Chapter 29—Cultivation Theory
- George Gerbner
- Late Dean Emeritus of The Annenberg School for Communication at the University of Pennsylvania, founder of the Cultural Environment Movement, and champion of cultivation theory.
- Institutional process analysis
- Scholarship that penetrates behind-the-scenes of media organizations in an effort to understand what policies or practices might be lurking there.
- Message system analysis
- Scholarship that involves careful, systematic study of TV content, usually employing content analysis as a research method.
- Dramatic violence
- The overt expression or threat of physical force as part of the plot.
- Cultivation analysis
- Research designed to find support for the notion that those who spend more time watching TV are more likely to see the real world through TV’s lens.
- Accessibility principle
- When people make judgments about the world around them, they rely on the smallest bits of information that come to mind most quickly.
- The blurring, blending, and bending process by which heavy TV viewers from disparate groups develop a common outlook through constant exposure to the same images and labels.
- The condition that exists when viewers’ real-life environment is like the world of TV; these viewers are especially susceptible to TV’s cultivating power.
- Light viewers
- TV viewers who report that they watch no more than two hours per day.
- Heavy viewers
- TV viewers who report that they watch at least four hours per day; television types.
- Cultivation differential
- The difference in the percentage giving the “television answer” within comparable groups of light and heavy TV viewers.
- A statistical procedure that blends the results of multiple empirical and independent research studies exploring the same relationship between two variables (e.g., television viewing and fear of violence).
- Mean world syndrome
- The cynical mindset of general mistrust of others that’s subscribed to by heavy TV viewers.
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