COMM Final Exam Module 7

George Gerbner

A prominent communication scholar known for his work on cultivation theory,

Katz, Blumler and Gurevitch

developed the uses and gratification theory 

Cultivation Analysis

studies the long-term effects of media exposure on individuals' perceptions and beliefs.

Cultivation Theory

emphasizes the long-term effects of media exposure on shaping individuals' perceptions of reality.

Heavy Viewers

individuals who watch television for more than four hours a day.

Institutional Process Analysis

crutinizes the ownership, control, and organizational structure of media outlets.

Mainstreaming

The homogenization of perceptions and attitudes among individuals within a society due to heavy exposure to media content.

Magic Bullet/Hyperdermic Needle Model

suggesting that media messages are powerful and directly influence audiences.

Mean world Syndrome

The perception of the world as more violent than it actually is, developed by heavy viewers of television.

Message System Analysis

focuses on recurring patterns and themes in media content.

Parasocial Interaction

The phenomenon where media consumers engage in a one-sided, imaginary interpersonal relationship with media personalities or performers.

Parasocial Relationship

A more intense and sustained connection between a media consumer and a media figure, involving feelings of affection, loyalty, and attachment.

Resonance

The phenomenon where viewers whose life experiences align with TV portrayals will be most influenced by TV viewing.

Typologies and Motives

Categories used to classify the diverse reasons for media exposure within uses and gratifications theory.

Uses and Gratifications Theory

highlights the active role of audiences in selecting and interpreting media content to fulfill their needs.