Media Effects Theories

Vocabulary flashcards covering the key terms, factors, and theorists associated with Cultivation, Priming, and Exemplification theories.

Cultivation

Long-term, cumulative changes in worldviews and attitudes arising from regular television consumption, especially during passive media use.

Priming

Short-term, immediate, and time-limited media effects on behavior or judgments, triggered by the activation of specific memory contents.

Exemplification Theory

A theory stating that human beliefs and attitudes are formed based on concrete, vivid representations (exemplars), which can reinforce both cultivation and priming effects.

Passive Consumption

Media engagement characterized by low critical thinking, such as keeping a TV on in the background while using a phone, making cultivation effects more likely.

Active and Conscious Reception

Media engagement involving reflection on content, such as evaluating its entertainment value, which reduces cultivation effects.

Frequency

A factor influencing priming that states the more often a stimulus is perceived, the stronger the priming effect.

Recency

A factor influencing priming that states the shorter the time elapsed since exposure to a stimulus, the stronger the priming effect.

Intensity

A factor influencing priming that states the more dramatic or extreme the depiction of a stimulus, the stronger the priming effect.

Exemplar

An immediately experienced or imagined concrete, vivid depiction of a phenomenon that serves as a compelling, emotional reference point in memory.

Strum

A term used in the transcript (likely a typo or mispronunciation of Gerbner) as an abbreviation for the founder of cultivation theory and his research group.

Aaron (2013)

Research confirming frequency, recency, and intensity as the three essential factors for the occurrence of priming effects.

Dolph Newman and John Allergic

The individuals named in the transcript as the developers of Exemplification theory.