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There are three orders of effect that come with the cultivation theory. The first order effects describe how people's behavior changes when exposed to mass media. The second order effect encompasses the viewers' values and attitudes depending on what they are watching. The third order effect is the change in the viewer's observation behavior. [16]
The Media Equation is a general communication theory that claims people tend to assign human characteristics to computers and other media, and treat them as if they were real social actors. [1] The effects of this phenomenon on people experiencing these media are often profound, leading them to behave and to respond to these experiences in ...
Originally specified in five axioms and nineteen propositions, cumulative inequality theory incorporates elements from the following theories and perspectives, several of which are related to the study of society: Robert Merton articulated the Matthew effect to explain accumulating advantage; Glen Elder's life course perspective; Stress process ...
Cultivation theory argues that media can shape our perceptions of reality by presenting a consistent and repetitive message over time. [5] It suggests that heavy exposure to media, particularly television, can lead to a "cultivation" of a particular set of beliefs. Cultivation theory was proposed by George Gerbner in the 1960s. [6]
A blank tetrad diagram. Marshall McLuhan's tetrad of media effects [1] uses a tetrad - a four-part construct - to examine the effects on society of any technology/medium (that is, a means of explaining the social processes underlying the adoption of a technology/medium) by dividing its effects into four categories and displaying them simultaneously.
The effects of a specific technology is often not only dependent on how it is used – e.g. its usage context – but also predetermined by the technology's design or characteristics, as in the theory of "the medium is the message" which relates to media-technologies in specific.
For example, Bandura's (2009) social cognitive theory postulates that media depictions of rewarded behavior and attractive media characters enhance the likelihood of media effects. [ 68 ] Structural properties: Besides modality and content, structural properties such as special effects, pace, and visual surprises also play important roles in ...
Social presence theory (Short, et al., 1976 [10]) is a "seminal theory" of the viewed social effects of communications technology. And its main concern is, naturally, with telephony and telephone, but also even conferencing (and the research here was found among the sponsored by the General Post Office , now British Telecom ).