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Social media and mass media Essay Example

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Social media and mass media

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The formations take their fantastic forms after the years of the stable dripping of limewater from the ceilings of the caverns above. The cultivation theory was developed in the context of the rapidly increasing growth of television viewers. George conducted a research to find out whether television watching had an impact on the viewers. The study also sought to identify how the watching influenced human behavior. The principles of the cultivation theories as held by George Gerbner stated that television watching plays a great role in influencing the viewer’s perceptions on the social reality. The long term effect of massive television watching is cultivating the social perceptions of the viewers as well as for the culture in general. The cultivation theory proponents held that the effects television watching is long term, small and occur gradually. The effects are always indirect but at the end of it all they cumulate and become significant. George observed that the making films that the viewers saw on televisions involved violence. George was concerned that the films cultivated in the viewers the notion that the world is just but a violent place. Unlike the radio which mainly focused on narrow range of audiences, the television viewing covered broader section of people. The viewer’s perceptions were harmonized by the television. In conclusion of this theory, the researchers concluded that there exists a feasible correlation between the personal feel of dissatisfaction in response to images and messages conveyed through the media. Body images, attitudes, beliefs and different feelings about personal body appearance build up over time via recurrent messages of ideal attractiveness in the media.The attitude change theory presupposes that attitudes which are functions of cognitive, affective and conative components are a major part of the brains associative networks. These networks consist of affective and cognitive nodes that are interconnected through associative pathways (Bennet, 1982). These nodes have very effective, cognitive and behavioral aspects than can always be altered by means of activating single node. Therefore, when this single node is activated by the mass media, an attitude change is observed. The bottom line of this theory is that the proponents have it that by activating an effective correct node, the mass media can cause

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References

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