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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]
Selective exposure, acceptance, and retention of information: "A persistent theme in mass media research is the apparent tendency to interpret and recall information in ways congruent with existing beliefs and values."(Tichenor, Donohue, and Olien 1970, pp. 162) [2] For example, a viewer of a news program will pay attention more to story that ...
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Media dependency theory states two specific conditions under which people's media needs, and consequently people's dependency on media and the potential for media effects, are heightened. The first condition of heightened media needs occurs when the number of media and centrality of media functions in a society are high.
In media studies, mass communication, media psychology, communication theory, and sociology, media influence and media effects are topics relating to mass media and media culture's effects on individual or an audience's thoughts, attitudes, and behavior. Whether it is written, televised, or spoken, mass media reaches a large audience.
Communication towers in Zamboanga City. Mass media in the Philippines consists of several types of media: television, radio, newspapers, magazines, cinema, and websites.. In 2004, the Philippines had 225 television stations, 369 AM radio broadcast stations, 583 FM radio broadcast stations, 10 internet radio stations, 5 shortwave stations and 7 million newspapers in circulation.
This media influence theory shows that information dissemination is a social occurrence, which may explain why certain media campaigns do not alter audiences’ attitudes. An important factor of the multi-step flow theory is how the social influence is modified. Information is affected by the social norms of each new community group that it ...
They include modern media such as radio, television, and mass circulation newspapers that convey information to many people over long distances, but have short exposure times. While time-biased media favour stability, community, tradition and religion, space-biased media facilitate rapid change, materialism, secularism and empire.