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Not all media effects are instantaneous or short-term. Gerbner (1969) created cultivation theory arguing that the media cultivates a "collective consciousness about elements of existence." [52] If audiences are exposed to repetitive themes and storylines, over time, they may expect these themes and storylines to be mirrored in real life. [7]
Collective consciousness, collective conscience, or collective conscious (French: conscience collective) is the set of shared beliefs, ideas, and moral attitudes which operate as a unifying force within society. [1] In general, it does not refer to the specifically moral conscience, but to a shared understanding of social norms. [2]
Understanding Media: The Extensions of Man is a 1964 book by Marshall McLuhan, in which the author proposes that the media, not the content that they carry, should be the focus of study. He suggests that the medium affects the society in which it plays a role mainly by the characteristics of the medium rather than the content. The book is ...
He proposed that it is the media format that affects and changes on people and society. [35] For example, traditional media is an extension of the human body, while the new media is the extension of the human nervous system. The emergence of new media will change the equilibrium between human sensual organs and affect human psychology and society.
The Internet did not exist then. McLuhan himself suggests that the last section of his book might play the major role of being the first section: The last section of the book, "The Galaxy Reconfigured," deals with the clash of electric and mechanical, or print, technologies, and the reader may find it the best prologue.
Social constructionism is a term used in sociology, social ontology, and communication theory.The term can serve somewhat different functions in each field; however, the foundation of this theoretical framework suggests various facets of social reality—such as concepts, beliefs, norms, and values—are formed through continuous interactions and negotiations among society's members, rather ...
Social consciousness or social awareness, is collective consciousness shared by individuals within a society. [ 1 ] Social consciousness is linked to the collective self-awareness and experience of collectively shared social identity . [ 2 ]
The Social Construction of Reality: A Treatise in the Sociology of Knowledge (1966), by Peter L. Berger and Thomas Luckmann, proposes that social groups and individual persons who interact with each other, within a system of social classes, over time create concepts (mental representations) of the actions of each other, and that people become habituated to those concepts, and thus assume ...