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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. Te cultivation theory was developed in the context of the rapidly increasing growth of television viewers. Gorge conducted a research to find out whether television watching had an impact on the viewers. Te study also sought to identify how the watching influenced human behavior. Te principles of the cultivation theories as held by George Gerbner stated that television watching plays a great role in influencing the 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. Te cultivation theory proponents held that the effects television watching is long term, sall and occur gradually. Te effects are always indirect but at the end of it all they cumulate and become significant. Gorge observed that the making films that the viewers saw on televisions involved violence. Gorge was concerned that the films cultivated in the viewers the notion that is just but a violent place.

Ulike the radio which mainly focused on narrow range of audiences, te television viewing covered broader section of people. Te viewer’s perceptions were harmonized by the television. I conclusion of this theory, te researchers concluded that there exists a feasible correlation between the personal feel of dissatisfaction in response to images and messages conveyed through the media. Bdy images, atitudes, bliefs and different feelings about personal body appearance build up over time via recurrent messages of ideal attractiveness in the media. Te change presupposes that attitudes which are functions of cognitive, afective and conative components are a major part of the brains associative networks.

Tese networks consist of affective and cognitive nodes that are interconnected through associative pathways (Bennet, 1982). Tese nodes have very effective, cgnitive and behavioral aspects than can always be altered by means of activating single node. Therefore, wen this single node is activated by the mass media, a attitude change is observed. Te bottom line of this theory is that the proponents have it that by an effective node, te mass media can cause. ..

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