Com 600 theory presentation (2)
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Medium theory proposes that the medium used to deliver a message influences how people receive and understand that message. Marshall McLuhan argued that a medium's content takes on the characteristics of the medium itself. Cultivation theory suggests that heavy television viewers are more likely to perceive the real world based on what they see on TV rather than reality. Both theories explore how the medium or format used to present information can shape audience understanding and perspectives.
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Com 600 theory presentation
Medium theory proposes that the medium used to deliver a message influences how people receive and understand that message. McLuhan argued that a medium's content takes on the characteristics of the medium itself. Cultivation theory suggests that heavy television viewers are more likely to perceive the real world as similar to how it is portrayed on television. Both theories may be applicable to social media today, as the platforms themselves shape the nature of interactions and content exchanged through their technical features and design.
Communication Theories
This document provides an overview of several communication theories including:
1. Agenda-setting theory which suggests that media influences what issues the public considers important.
2. Uses and gratification theory which examines how audiences actively use media to fulfill needs like information, identity, and entertainment.
3. Cultivation theory proposes that heavy television viewing shapes peoples' perceptions of social reality in ways that reflect what is portrayed on TV.
4. Gatekeeping theory describes how media professionals control the flow of information reaching the public by selecting which stories to publish or air.
Audience Theory Introduction - Effects, Uses and Gratification, Reception
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
Communication Theories(With Corrections)
This document discusses the history and development of communication theories. It describes how communication theories first emerged in the 1930s as countries consolidated power and leaders focused on communication and its role in society. Marxist theories viewed messages from powerful groups as a way to increase control and saw mass media used for similar purposes. The document also discusses the psychology school's view that mass media provides a perspective or agenda but does not fully control people's thoughts and feelings. Current theories recognize society and culture play a role beyond just media influences in shaping ideas.
Cammi - Uses & Gratification Theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes media can serve people such as diversion, personal relationships, identity, and surveillance.
Media Two Step Flow Theory
The Two-Step Flow Theory proposes that the influence of mass media on public opinion occurs in two stages. First, media messages are received by opinion leaders in social groups who influence and filter information for their networks. These opinion leaders interpret and discuss the media's content with other group members, acting as the primary influencers. This second stage of interpersonal communication among ordinary group members ultimately shapes public opinion more so than direct exposure to the media. The theory helped explain how mass media influences audiences indirectly through social relationships and informal discussions within people's networks.
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
Communication theories
The document summarizes several communication theories:
- The Hypodermic Needle Theory suggests media has direct influence over passive audiences. It is no longer accepted but still influences views.
- The Agenda Setting Theory claims media can set what issues are discussed and how. Audiences often interpret messages as intended.
- Reinforcement Theory argues media reinforces existing views and other social factors are more influential, except for introducing new ideas.
- Two Step Flow Theory says opinion leaders influence public views after initial media exposure and interpretation.
- Uses and Gratifications Theory proposes audiences actively use media to fulfill needs and have power over media content and influence.
Recommended
Com 600 theory presentation
Medium theory proposes that the medium used to deliver a message influences how people receive and understand that message. McLuhan argued that a medium's content takes on the characteristics of the medium itself. Cultivation theory suggests that heavy television viewers are more likely to perceive the real world as similar to how it is portrayed on television. Both theories may be applicable to social media today, as the platforms themselves shape the nature of interactions and content exchanged through their technical features and design.
Communication Theories
This document provides an overview of several communication theories including:
1. Agenda-setting theory which suggests that media influences what issues the public considers important.
2. Uses and gratification theory which examines how audiences actively use media to fulfill needs like information, identity, and entertainment.
3. Cultivation theory proposes that heavy television viewing shapes peoples' perceptions of social reality in ways that reflect what is portrayed on TV.
4. Gatekeeping theory describes how media professionals control the flow of information reaching the public by selecting which stories to publish or air.
Audience Theory Introduction - Effects, Uses and Gratification, Reception
Overview of the common audience theories looked at for AS Media Studies:
Effects Theory
Uses and Gratification Theory
Reception Theory
This is not specific to any board, and can apply to Film Studies as well in certain cases.
Communication Theories(With Corrections)
This document discusses the history and development of communication theories. It describes how communication theories first emerged in the 1930s as countries consolidated power and leaders focused on communication and its role in society. Marxist theories viewed messages from powerful groups as a way to increase control and saw mass media used for similar purposes. The document also discusses the psychology school's view that mass media provides a perspective or agenda but does not fully control people's thoughts and feelings. Current theories recognize society and culture play a role beyond just media influences in shaping ideas.
Cammi - Uses & Gratification Theory
Uses & Gratification Theory focuses on why people use particular media and what people do with media rather than what media does to people. It argues that people's needs influence how they use and respond to media. The theory was developed in the 1960s as media researchers became interested in what audiences did with media and how individuals actively consumed media to fulfill different needs and reasons. Blumer and Katz expanded on this theory in 1974, identifying specific purposes media can serve people such as diversion, personal relationships, identity, and surveillance.
Media Two Step Flow Theory
The Two-Step Flow Theory proposes that the influence of mass media on public opinion occurs in two stages. First, media messages are received by opinion leaders in social groups who influence and filter information for their networks. These opinion leaders interpret and discuss the media's content with other group members, acting as the primary influencers. This second stage of interpersonal communication among ordinary group members ultimately shapes public opinion more so than direct exposure to the media. The theory helped explain how mass media influences audiences indirectly through social relationships and informal discussions within people's networks.
Effects Theory
The document discusses the Hypodermic Needle Theory, also known as the Effects Model, which assumes that audiences passively accept the messages that media producers intend to transmit. It notes this theory was more applicable before the rise of interactivity from Web 2.0. Examples are given showing how producers have used media to demonize certain groups. The document also discusses Theodor Adorno's views on popular culture and distraction, as well as an experiment by Albert Bandura which found that children will copy violent behaviors they see, supporting the theory that media can influence audiences.
Communication theories
The document summarizes several communication theories:
- The Hypodermic Needle Theory suggests media has direct influence over passive audiences. It is no longer accepted but still influences views.
- The Agenda Setting Theory claims media can set what issues are discussed and how. Audiences often interpret messages as intended.
- Reinforcement Theory argues media reinforces existing views and other social factors are more influential, except for introducing new ideas.
- Two Step Flow Theory says opinion leaders influence public views after initial media exposure and interpretation.
- Uses and Gratifications Theory proposes audiences actively use media to fulfill needs and have power over media content and influence.
TV In the context of: “Uses and Gratification approach”
Uses & Gratifications approach arose originally in the 1940s and underwent a revival in the 1970s and 1980s. It presents the use of media in terms of the gratification of social or psychological needs of the individual (Blumler & Katz 1974). The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. watching a specific program). Zillmann (cited by McQuail 1987: 236) has shown the influence of mood on media choice: boredom encourages the choice of exciting content and stress encourages a choice of relaxing content. The same TV program may gratify different needs for different individuals.
Uses and gratification theory-presentation
The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.
Two step flow theory
The two-step flow theory of communication proposes that influence flows from mass media to opinion leaders and then from opinion leaders to the general public. Researchers found that during a presidential election campaign, people were more influenced by informal interpersonal communication with opinion leaders than by direct exposure to media messages. The theory claims information moves in two stages: first, opinion leaders are exposed to media and gain information; second, opinion leaders pass this information along with their own interpretations to other people in their social networks.
An Overview of Communication Theories
This document provides an overview of major communication theories developed since the early 20th century. It discusses early theories like rhetorical theory and symbolic interaction theory. It then covers research in the 1930s-40s that studied the effects of media like film, radio and newspapers. This led to theories around two-step flow of communication, uses and gratifications, and limited effects of media. The document also summarizes cognitive dissonance theory, agenda setting theory, spiral of silence theory, cultivation theory, dependency theory and other influential communication theories.
Theory of Mass Communication Overview 2017
Mass media plays a significant role in shaping society and culture by influencing our identities, notions of gender and ethnicity, and sense of self. Media images and stories provide the symbols and resources through which we understand ourselves and our shared culture. Communication theory examines the relationships between media and politics, the influence of media on social issues like crime and violence, and the economic and normative aspects of media such as freedom of expression and commercialization. Theories take either a media-centric view that emphasizes the autonomy of media, or a society-centric view that sees media as reflecting broader social and political forces.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the real world.
Cultivation theory and Priming theory
The document discusses two social media theories: Cultivation Theory and Priming Theory. Cultivation Theory proposes that heavy television exposure shapes peoples' perceptions of social reality over time. Priming Theory suggests that media provides frames of reference that influence how audiences interpret subsequent messages. The document also provides examples and critiques of each theory, noting limitations such as not considering meaning across different media genres and audiences' perspectives.
Knowledge gap theory
The Knowledge Gap Theory proposes that as the amount of information from mass media increases, those with higher socioeconomic status will gain knowledge at a faster rate than those with lower socioeconomic status, widening the gap in knowledge between the two groups. It predicts that both high and low SES groups will increase knowledge but high SES groups will increase more. Possible reasons for the knowledge gap include communication skills, existing knowledge, social contacts, selective exposure, and how media targets certain markets. While knowledge gaps may occur, they are not permanent, and can be reduced by certain conditions in content, channels, social factors, community structures, and individual motivation. The theory has been criticized for its traditional view of communication and for not ensuring the knowledge
Multi step flow theory
The multi-step flow theory proposes that ideas flow from mass media to opinion leaders and are then distributed more widely to the population, rather than the mass media directly influencing the public. It suggests communication flows through multiple "channels" with opinion leaders influencing others by interpreting information for them before it reaches the target audience. The theory depicts the flow of information as multi-step, with opinion leaders able to influence and be influenced by receivers in a two-way process, and notes the limitations of assuming direct influence from mass media.
Uses & gratification theory
The Uses and Gratification Theory focuses on why and how people use media to satisfy needs and wants. It was introduced in 1974 and has three historical stages. The theory suggests that media users actively select media to fulfill needs like diversion, social interaction, identity, and surveillance. Critics argue it does not consider media influence and assumes free will, though its strength is emphasizing individuals' roles in media use.
Theories of communication
This document discusses several major theories of communication, including the hypodermic/bullet theory, two-step flow theory, and gatekeeping theory. The hypodermic/bullet theory proposes that media messages can directly influence audiences like bullets. The two-step flow theory suggests influence occurs through opinion leaders. Gatekeeping theory examines how individuals control information flow. Additional theories addressed are agenda-setting theory, reinforcement theory, cultivation theory, spiral of silence, social learning theory, and uses and gratifications theory.
Magic bullet theory (assignment based)
This theory is based on media's direct effect on Pakistani society. It is an assignment based presentation.
Personal Influence
This document discusses the personal influence that people have on how mass communications are received and their effects. It examines how interpersonal relationships and social ties can change the way individuals are impacted by media like movies, music, radio, and news. Through case studies, it explores how children who enjoy certain genres may seek out peer relationships related to that, how social pressure from friends can influence music interests, and how planned listening groups are more impactful than isolated consumption of radio broadcasts.
Two step flow
The two step flow theory argues that people are influenced more by those they know than by the media directly. Opinion leaders absorb information from the media and pass it on to less active members of the population, shaping their attitudes. A 1944 study found that informal personal contacts had more influence on voting behavior than direct exposure to radio or newspapers. While the two step theory improved understanding of media influence, it was later expanded by the multi-step flow theory which recognizes more complex networks of influence beyond just opinion leaders.
Communication Theories - Knowledge Gap & Modernization Theory
This presentation discusses two communication theories - Knowledge Gap (Tichenor, Donohue & Olien, 1970) and Modernization Theory (Marks, 2014). We apply these theories through an examination of contemporary uses of social media across the globe. In India, the rise of the internet has led to the rise of "semi-arranged marriages" (Jejeebhoy et al., 2013) and a growing dating culture. In Africa, we examine how young people use social media to fulfill information needs (GeoPoll Rapid Survey, February 2017). With respect to the Knowledge Gap , we look at if education and social standing really do affect political awareness and activism, and if social media can actually help bridge socio-economic gap.
People Pattern: "The Science of Sharing"
Presented at IZEAfest in Orlando, FL
Social network and sharing analysis including:
+Document analysis at scale: Meme tracking combined with other variables like sentiment and bias
+Social network at scale: Information cascades and virality, inference of social networks given meme-like information as contagions
+The node level perspective and its effects on what an individual sees and shares: Illusions, effort and overload, topics, personality and demographics
+Personas and segmentation: Grouping based on demographics and interests
The Mean World Syndrome
This document discusses how violence in news media can cultivate perceptions of the world as mean and scary in heavy viewers. It analyzes research showing news frequently emphasizes crime and violence more than actual rates. Studies found media exposure accounts for children's knowledge of violence even in low-crime areas. Heavy viewing is linked to outcomes like "mean world syndrome," defined as seeing the world as exceedingly dangerous. While tragic events receive coverage, this focus on violence and fear may fuel disproportionate public panic out of line with actual risks and realities.
Mass communication theories
The document discusses several mass communication theories:
1) Spiral of silence theory explains how people remain silent when they feel their views are in the minority due to fear of isolation.
2) Two-step flow theory describes how information from media moves in two stages from opinion leaders to the general public.
3) Cultivation theory suggests that heavy television viewers' perceptions of social reality are influenced by what they see on television.
Social media for research impact
This document discusses how social media can be used to increase research impact. It defines social media as internet applications that allow user-generated content sharing. Research impact is the demonstrable contribution of research to society and the economy. For research to have impact, people must engage with and act on it. Social learning is a change in understanding that spreads beyond individuals through social interaction. The document argues that social media allows ideas to spread rapidly through networks and provides examples like the Arab Spring. It provides tips for using social media to build networks, extend the reach of work, and do more relevant research. The key is engaging people through trusted sources using things like events, contests and viral content.
Audience theories display
1. Richard Dyer's Utopian Solutions Theory proposes that audiences will be drawn to media that offers compensation for inadequacies in their lives by allowing them to vicariously live out desires and fulfill needs.
2. Abraham Maslow's Hierarchy of Needs Theory suggests that targeting the top five basic human needs - physiological, safety, love/belonging, esteem, and self-actualization - will increase the likelihood of a media production's success.
3. Uses and Gratifications Theory, developed by Blumler and Katz, posits that audiences actively choose certain media to fulfill needs like being informed, identifying with characters, entertainment, social interaction, and escape from reality.
6.4 - Relationship between Producers and Audience.pptx
This document discusses the relationship between media producers and audiences. It begins by discussing how we should think about what people do with media rather than what media do to people. It then discusses two main concerns regarding how audiences engage with media texts: whether texts have a single meaning or multiple meanings, and what factors need to be considered in understanding a text's meanings. The document goes on to explain four communication theories - the hypodermic needle theory, reinforcement theory, uses and gratification theory, and two-step flow theory. It provides a brief overview of each theory, including their perspectives on audiences and influence.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the world.
More Related Content
What's hot
TV In the context of: “Uses and Gratification approach”
Uses & Gratifications approach arose originally in the 1940s and underwent a revival in the 1970s and 1980s. It presents the use of media in terms of the gratification of social or psychological needs of the individual (Blumler & Katz 1974). The mass media compete with other sources of gratification, but gratifications can be obtained from a medium's content (e.g. watching a specific program). Zillmann (cited by McQuail 1987: 236) has shown the influence of mood on media choice: boredom encourages the choice of exciting content and stress encourages a choice of relaxing content. The same TV program may gratify different needs for different individuals.
Uses and gratification theory-presentation
The document discusses uses and gratification theory (U&G theory), which states that audiences actively engage with media to fulfill certain needs rather than media having a passive influence. It provides the historical background of U&G theory from the 1920s onward and outlines key reasons for media use including information, personal identity, entertainment, integration and social interaction. It also discusses how U&G theory remains relevant today due to concepts like interactivity and asynchroneity and the development of new media.
Two step flow theory
The two-step flow theory of communication proposes that influence flows from mass media to opinion leaders and then from opinion leaders to the general public. Researchers found that during a presidential election campaign, people were more influenced by informal interpersonal communication with opinion leaders than by direct exposure to media messages. The theory claims information moves in two stages: first, opinion leaders are exposed to media and gain information; second, opinion leaders pass this information along with their own interpretations to other people in their social networks.
An Overview of Communication Theories
This document provides an overview of major communication theories developed since the early 20th century. It discusses early theories like rhetorical theory and symbolic interaction theory. It then covers research in the 1930s-40s that studied the effects of media like film, radio and newspapers. This led to theories around two-step flow of communication, uses and gratifications, and limited effects of media. The document also summarizes cognitive dissonance theory, agenda setting theory, spiral of silence theory, cultivation theory, dependency theory and other influential communication theories.
Theory of Mass Communication Overview 2017
Mass media plays a significant role in shaping society and culture by influencing our identities, notions of gender and ethnicity, and sense of self. Media images and stories provide the symbols and resources through which we understand ourselves and our shared culture. Communication theory examines the relationships between media and politics, the influence of media on social issues like crime and violence, and the economic and normative aspects of media such as freedom of expression and commercialization. Theories take either a media-centric view that emphasizes the autonomy of media, or a society-centric view that sees media as reflecting broader social and political forces.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the real world.
Cultivation theory and Priming theory
The document discusses two social media theories: Cultivation Theory and Priming Theory. Cultivation Theory proposes that heavy television exposure shapes peoples' perceptions of social reality over time. Priming Theory suggests that media provides frames of reference that influence how audiences interpret subsequent messages. The document also provides examples and critiques of each theory, noting limitations such as not considering meaning across different media genres and audiences' perspectives.
Knowledge gap theory
The Knowledge Gap Theory proposes that as the amount of information from mass media increases, those with higher socioeconomic status will gain knowledge at a faster rate than those with lower socioeconomic status, widening the gap in knowledge between the two groups. It predicts that both high and low SES groups will increase knowledge but high SES groups will increase more. Possible reasons for the knowledge gap include communication skills, existing knowledge, social contacts, selective exposure, and how media targets certain markets. While knowledge gaps may occur, they are not permanent, and can be reduced by certain conditions in content, channels, social factors, community structures, and individual motivation. The theory has been criticized for its traditional view of communication and for not ensuring the knowledge
Multi step flow theory
The multi-step flow theory proposes that ideas flow from mass media to opinion leaders and are then distributed more widely to the population, rather than the mass media directly influencing the public. It suggests communication flows through multiple "channels" with opinion leaders influencing others by interpreting information for them before it reaches the target audience. The theory depicts the flow of information as multi-step, with opinion leaders able to influence and be influenced by receivers in a two-way process, and notes the limitations of assuming direct influence from mass media.
Uses & gratification theory
The Uses and Gratification Theory focuses on why and how people use media to satisfy needs and wants. It was introduced in 1974 and has three historical stages. The theory suggests that media users actively select media to fulfill needs like diversion, social interaction, identity, and surveillance. Critics argue it does not consider media influence and assumes free will, though its strength is emphasizing individuals' roles in media use.
Theories of communication
This document discusses several major theories of communication, including the hypodermic/bullet theory, two-step flow theory, and gatekeeping theory. The hypodermic/bullet theory proposes that media messages can directly influence audiences like bullets. The two-step flow theory suggests influence occurs through opinion leaders. Gatekeeping theory examines how individuals control information flow. Additional theories addressed are agenda-setting theory, reinforcement theory, cultivation theory, spiral of silence, social learning theory, and uses and gratifications theory.
Magic bullet theory (assignment based)
This theory is based on media's direct effect on Pakistani society. It is an assignment based presentation.
Personal Influence
This document discusses the personal influence that people have on how mass communications are received and their effects. It examines how interpersonal relationships and social ties can change the way individuals are impacted by media like movies, music, radio, and news. Through case studies, it explores how children who enjoy certain genres may seek out peer relationships related to that, how social pressure from friends can influence music interests, and how planned listening groups are more impactful than isolated consumption of radio broadcasts.
Two step flow
The two step flow theory argues that people are influenced more by those they know than by the media directly. Opinion leaders absorb information from the media and pass it on to less active members of the population, shaping their attitudes. A 1944 study found that informal personal contacts had more influence on voting behavior than direct exposure to radio or newspapers. While the two step theory improved understanding of media influence, it was later expanded by the multi-step flow theory which recognizes more complex networks of influence beyond just opinion leaders.
Communication Theories - Knowledge Gap & Modernization Theory
This presentation discusses two communication theories - Knowledge Gap (Tichenor, Donohue & Olien, 1970) and Modernization Theory (Marks, 2014). We apply these theories through an examination of contemporary uses of social media across the globe. In India, the rise of the internet has led to the rise of "semi-arranged marriages" (Jejeebhoy et al., 2013) and a growing dating culture. In Africa, we examine how young people use social media to fulfill information needs (GeoPoll Rapid Survey, February 2017). With respect to the Knowledge Gap , we look at if education and social standing really do affect political awareness and activism, and if social media can actually help bridge socio-economic gap.
People Pattern: "The Science of Sharing"
Presented at IZEAfest in Orlando, FL
Social network and sharing analysis including:
+Document analysis at scale: Meme tracking combined with other variables like sentiment and bias
+Social network at scale: Information cascades and virality, inference of social networks given meme-like information as contagions
+The node level perspective and its effects on what an individual sees and shares: Illusions, effort and overload, topics, personality and demographics
+Personas and segmentation: Grouping based on demographics and interests
The Mean World Syndrome
This document discusses how violence in news media can cultivate perceptions of the world as mean and scary in heavy viewers. It analyzes research showing news frequently emphasizes crime and violence more than actual rates. Studies found media exposure accounts for children's knowledge of violence even in low-crime areas. Heavy viewing is linked to outcomes like "mean world syndrome," defined as seeing the world as exceedingly dangerous. While tragic events receive coverage, this focus on violence and fear may fuel disproportionate public panic out of line with actual risks and realities.
Mass communication theories
The document discusses several mass communication theories:
1) Spiral of silence theory explains how people remain silent when they feel their views are in the minority due to fear of isolation.
2) Two-step flow theory describes how information from media moves in two stages from opinion leaders to the general public.
3) Cultivation theory suggests that heavy television viewers' perceptions of social reality are influenced by what they see on television.
Social media for research impact
This document discusses how social media can be used to increase research impact. It defines social media as internet applications that allow user-generated content sharing. Research impact is the demonstrable contribution of research to society and the economy. For research to have impact, people must engage with and act on it. Social learning is a change in understanding that spreads beyond individuals through social interaction. The document argues that social media allows ideas to spread rapidly through networks and provides examples like the Arab Spring. It provides tips for using social media to build networks, extend the reach of work, and do more relevant research. The key is engaging people through trusted sources using things like events, contests and viral content.
Audience theories display
1. Richard Dyer's Utopian Solutions Theory proposes that audiences will be drawn to media that offers compensation for inadequacies in their lives by allowing them to vicariously live out desires and fulfill needs.
2. Abraham Maslow's Hierarchy of Needs Theory suggests that targeting the top five basic human needs - physiological, safety, love/belonging, esteem, and self-actualization - will increase the likelihood of a media production's success.
3. Uses and Gratifications Theory, developed by Blumler and Katz, posits that audiences actively choose certain media to fulfill needs like being informed, identifying with characters, entertainment, social interaction, and escape from reality.
What's hot (20)
TV In the context of: “Uses and Gratification approach”
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Communication Theories - Knowledge Gap & Modernization Theory
Communication Theories - Knowledge Gap & Modernization Theory
Similar to Com 600 theory presentation (2)
6.4 - Relationship between Producers and Audience.pptx
This document discusses the relationship between media producers and audiences. It begins by discussing how we should think about what people do with media rather than what media do to people. It then discusses two main concerns regarding how audiences engage with media texts: whether texts have a single meaning or multiple meanings, and what factors need to be considered in understanding a text's meanings. The document goes on to explain four communication theories - the hypodermic needle theory, reinforcement theory, uses and gratification theory, and two-step flow theory. It provides a brief overview of each theory, including their perspectives on audiences and influence.
Theories
The document discusses several media theories:
1) Hypodermic or Bullet Theory proposed direct, powerful effects of media on passive audiences.
2) Individual Difference Theory argued people react differently to media based on their unique qualities.
3) Personal Influence Theory found opinions are influenced through interpersonal networks led by opinion leaders.
4) Cultivation Theory proposed long-term exposure to media shapes common beliefs about the world.
Audience theory
This document discusses several audience theories related to how audiences interact with and make meaning from media texts:
1) Hypodermic needle/effects theory proposes media have a direct influence on passive audiences, while cultivation theory argues for a more gradual, "drip-drip" effect over time.
2) Two-step flow theory recognizes indirect influence as audiences discuss media with others they respect.
3) Uses and gratifications theory views audiences as active in using media to fulfill needs rather than being directly influenced.
4) Reception analysis and semiotics examine how audiences construct different meanings based on their backgrounds and can reject or reinterpret dominant meanings.
How Audiences Respond to Media Products
The hypodermic needle theory from the early 1920s suggests that mass media can easily influence a large audience without challenge. It views the audience as passive receivers of messages directly injected into their minds by media producers, immediately affecting behavior. It does not account for individual differences in how people analyze and respond to media messages.
Media theories and_their_relevance_to_co
This document discusses several media theories and their relevance to communication practice. It begins by discussing indigenous media or folk media, which refers to traditional means of mass communication used by ancient communities, such as drums, dances, and paintings. The Magic Bullet Theory is relevant here, as indigenous audiences are directly influenced by these media. It then discusses traditional print and broadcast media, noting the Cultivation Theory, which posits that heavy exposure to media shapes audiences' views of social reality. The document emphasizes that understanding media theories is important for communication students and practitioners to effectively reach and influence audiences.
Media theories and_their_relevance_to_co
This document discusses several media theories and their relevance to communication practice. It begins by discussing indigenous media or folk media, which refers to traditional means of mass communication used by ancient communities, such as drums, dances, and paintings. The Magic Bullet Theory is relevant here, as indigenous audiences are directly influenced by these media. It then discusses traditional print and broadcast media, noting the Cultivation Theory, which posits that heavy exposure to media shapes audiences' views of social reality. The document emphasizes that understanding media theories is important for communication students and practitioners to effectively reach and influence audiences.
Introduction to communication theory
Designed for 2nd year college students at ISEG school in Lyon, France, this course ( about 2 hours when delivered with examples) is a summary of major communication theories
Audience theories
The document summarizes several audience theories:
1) Cultivation theory suggests that heavy media and television viewers are more likely to have their attitudes and beliefs influenced by what they see.
2) Two-step flow theory proposes that media messages are less influential than personal communication, with opinion leaders receiving information from media and passing it to others.
3) Hypodermic needle model views the audience as passive and powerless to resist direct media messaging.
Effects and audiences lessons 2 and 3
This document discusses various theories about media audiences and effects, including:
- Direct effects theories that see audiences as passive recipients of media messages.
- Uses and gratifications theory that sees audiences as active in using media to fulfill needs.
- Cultivation theory that examines how heavy media exposure shapes viewers' perceptions of social reality.
- Agenda-setting theory about how media influence which issues the public sees as important.
- Two-step flow theory that found opinions are often influenced through opinion leaders not direct media exposure.
- Reception theories that examine how audiences make meanings from media in social and cultural contexts.
Sample Student Paper1 Abstract The purpose of this.docx
Sample Student Paper1
Abstract
The purpose of this paper is to analyze if and how television affects peoples' perception
of society. Social learning theory and cultivation theory are introduced as two possible reasons
why television can have such an influence over its viewers. This report analyzes how body
image, stereotypes, and job glorification are affected by what is shown on television. An online
survey was taken by twenty-two people in order to see if the amount of television people
watched affected television's influence over its viewers. The questions attempted to analyze how
television affected their perceptions of themselves, others, and the professions of doctors,
lawyers, and police officers. Although the sample size was rather small the results showed that
reality television was affected by the frequency one watched television. However, more studies
should be conducted to analyze if realism or frequency plays a more predominant role in the
effects of television.
Key terms: Body image, Cultivation theory, Job glorification, Social learning theory,
Stereotypes, Television influence
Problem Statement
On average Americans, spend 2.8 hours watching television every day (American Time
Use Survey Summary). Television shows can be very influential to people, they have the ability
to move, inspire, and educate them. However, this may be causing people to believe that
television is always an accurate portrayal of real life. The belief that television shows are always
factual has the potential to affect one's judgments, which could lead to body image issues,
increased stereotyping, job glorification and more. "In addition to exposure to television, the
extent to which individuals perceive content as realistic is related to their social judgments"
Sample Student Paper2
(Busselle 47). This paper will analyze if and how, through the factors set forth in the social
learning and cultivation theories, television affects peoples' perception of society.
Literature Review
In 1939 television first started being broadcasted, and ever since the effects television has
on its viewers has been the focus of many debates and concerns. The censorship of television
shows has greatly decreased since its early days. "In the 1950s and 1960s, networks and
advertisers imposed strict controls on what could be show on television" (Hanson 329). In the
early days of television, content was highly regulated and there were a lot of rules about what
was acceptable to show on television. For example, Laura and Rob Petrie, from the Dick Van
Dyke show, had to sleep in separate beds even though they were married. Even Lucille Balls’s
pregnancy caused great concern (Hanson 329). In the 1950s and 1960s, married couples were
shown sleeping separately; however, today it is commonplace to find unmarried couples sharing
a bed on television. Although the rules and regulations about what is appropria.
Sample Student Paper1 Abstract The purpose of this.docx
Sample Student Paper1
Abstract
The purpose of this paper is to analyze if and how television affects peoples' perception
of society. Social learning theory and cultivation theory are introduced as two possible reasons
why television can have such an influence over its viewers. This report analyzes how body
image, stereotypes, and job glorification are affected by what is shown on television. An online
survey was taken by twenty-two people in order to see if the amount of television people
watched affected television's influence over its viewers. The questions attempted to analyze how
television affected their perceptions of themselves, others, and the professions of doctors,
lawyers, and police officers. Although the sample size was rather small the results showed that
reality television was affected by the frequency one watched television. However, more studies
should be conducted to analyze if realism or frequency plays a more predominant role in the
effects of television.
Key terms: Body image, Cultivation theory, Job glorification, Social learning theory,
Stereotypes, Television influence
Problem Statement
On average Americans, spend 2.8 hours watching television every day (American Time
Use Survey Summary). Television shows can be very influential to people, they have the ability
to move, inspire, and educate them. However, this may be causing people to believe that
television is always an accurate portrayal of real life. The belief that television shows are always
factual has the potential to affect one's judgments, which could lead to body image issues,
increased stereotyping, job glorification and more. "In addition to exposure to television, the
extent to which individuals perceive content as realistic is related to their social judgments"
Sample Student Paper2
(Busselle 47). This paper will analyze if and how, through the factors set forth in the social
learning and cultivation theories, television affects peoples' perception of society.
Literature Review
In 1939 television first started being broadcasted, and ever since the effects television has
on its viewers has been the focus of many debates and concerns. The censorship of television
shows has greatly decreased since its early days. "In the 1950s and 1960s, networks and
advertisers imposed strict controls on what could be show on television" (Hanson 329). In the
early days of television, content was highly regulated and there were a lot of rules about what
was acceptable to show on television. For example, Laura and Rob Petrie, from the Dick Van
Dyke show, had to sleep in separate beds even though they were married. Even Lucille Balls’s
pregnancy caused great concern (Hanson 329). In the 1950s and 1960s, married couples were
shown sleeping separately; however, today it is commonplace to find unmarried couples sharing
a bed on television. Although the rules and regulations about what is appropria.
Theory of Mass Media and Socialization
Mass Media and Socialization (Theoretical perspective).
Theory on Mass media.
How mass media influence on socialization.
5 r sociological perspective theories
The document discusses several mass communication theories:
- Social learning theory proposes that people learn from observing and imitating others. It combines behavioral and cognitive learning.
- Catharsis theory suggests that exposure to violent media can provide an emotional release or purging.
- Agenda-setting theory is the idea that media influence what issues the public sees as important by what they choose to cover more.
- Uses and gratification theory examines how people actively use media to fulfill various needs and motives.
- Cultivation theory proposes that extensive TV watching over time shapes peoples' views of social reality.
- Spiral of silence theory from 1974 discusses how willingness to share opinions publicly depends on perceiving them as aligned with prevailing
Media effects debate
This document provides information about several media effects theories that should be researched: Cultivation Theory, Uses & Gratification Theory, Copycat Theory, Desensitization Theory, and Catharsis. It includes definitions and key points about each theory. For Cultivation Theory, it discusses how heavy media exposure can influence viewers' perceptions of reality. For Uses & Gratification Theory, it explains how people use media to fulfill cognitive, affective, personal identity, and other needs. The Copycat Theory suggests audiences may copy violent behaviors they see. Desensitization Theory proposes that repeated violent media exposure can make people less sensitive to violence. And Catharsis Theory argues that viewing violence can purge negative emotions.
Week2
This document summarizes several mass communication theories:
1. Mass communication theories have evolved over time due to advances in technology, calls for regulation of new media, and protection of democracy and cultural pluralism.
2. Early limited effects theories argued that media had little impact, but cultural and agenda-setting theories later emerged, arguing media have strong influences on culture and opinions.
3. Current theories like uses and gratifications, dependency, and third-person effect examine how audiences actively engage with media and its social impacts.
Media and Society
The document discusses several theories of media and society, including functional analysis, agenda setting, uses and gratifications, social learning theory, and the spiral of silence. Functional analysis views media as helping to extend our senses to perceive more of the world. Agenda setting theory suggests that media sets the terms of public discourse by influencing what issues receive public attention. Uses and gratifications theory proposes that audiences use media to fulfill various needs and wants, such as amusement, shared social experiences, and models to imitate. Social learning theory maintains that people can learn through observing media and the consequences for others. The spiral of silence theory holds that people are less likely to express opinions they believe to be in the minority to avoid isolation.
WCC COMM 101-Chapter #1 Focus
This document provides an agenda and overview of key concepts from Chapter 1 of the textbook "Mass Communication, Culture, and Media Literacy". It discusses the definitions of communication, mass communication, culture and media literacy. It outlines models of communication, compares interpersonal and mass communication, and examines the scope and nature of modern mass media. It emphasizes that mass media both informs culture and is influenced by culture, and that media literacy is important for effectively understanding media messages.
Issues and Approaches in New Media
Presentation for in class assessment. Computers as Culture. ARIN6903, Uni of Sydney.
Summary of Reading by Tony Flew
Media audiences
Abraham Maslow proposed a hierarchy of needs consisting of basic physiological needs at the bottom level, followed by safety needs, love and belonging needs, esteem needs, and self-actualization needs at the top. Once lower level needs are met, people can focus on achieving higher level needs. Early media effects theories viewed audiences as passive, such as the hypodermic needle model which suggested media could directly "inject" ideas into passive audiences. Later theories saw audiences as more active, such as uses and gratifications theory which proposes audiences actively select media to fulfill social and psychological needs.
dependency theory and Uuses and gratification
The document discusses two media theories: Uses and Gratifications Approach and Dependency Theory. The Uses and Gratifications Approach, introduced in the 1970s, views audiences as active users who seek out specific media and content to fulfill personal needs and gratifications. Dependency Theory, developed in 1976, proposes that people in modern societies rely on mass media for information needed to make daily decisions, and dependence increases as media serves more needs. Both theories are evaluated based on criteria like logic, consistency, testability, and simplicity.
Similar to Com 600 theory presentation (2) (20)
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Sample Student Paper1 Abstract The purpose of this.docx
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一比一原版(AU毕业证)英国阿伯丁大学毕业证如何办理
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B.为什么我们提供的毕业证成绩单具有使用价值？
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Factors affecting undergraduate students’ motivation at a university in Tra Vinh
ABSTRACT: Motivation plays an important role in foreign language learning process. This study aimed to
investigate student’s motivation patterns towards English language learning at a University in Tra Vinh, and factors
affecting their motivation change toward English language learning of non-English-major students in the semester.
The researcher used semi-structured interview at the first phase of choosing the participants and writing reflection
through the instrument called “My English Learning Motivation History” adapted from Sawyer (2007) to collect
qualitative data within 15 weeks. The participants consisted of nine first year non-English-major students who learning
General English at pre-intermediate level. They were chosen and divided into three groups of three members each
(high motivation group; average motivation group; and low motivation group). The results of the present study
identified six visual motivation patterns of three groups of students with different motivation fluctuation, through the
use of cluster analysis. The study also indicated a diversity of factors affecting students’ motivation involving internal
factors as influencing factors (cognitive, psychology, and emotion) and external factors as social factors (instructor,
peers, family, and learning environment) during English language learning in a period of 15 weeks. The findings of
the study helped teacher understand relationship of motivation change and its influential factors. Furthermore, the
findings also inspired next research about motivation development in learning English process.
KEY WORDS: language learning motivation, motivation change, motivation patterns, influential factors, students’
motivation.
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本公司拥有海外各大学样板无数，能完美还原。
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三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
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8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
ABSTRACT :This research aims to analyze the correlation between employee work stress and digital literacy
with employee performance at PT Telkom Akses Area Cirebon, both concurrently and partially. Employing a
quantitative approach, the study's objectives are descriptive and causal, adopting a positivist paradigm with a
deductive approach to theory development and a survey research strategy. Findings reveal that work stress
negatively and significantly impacts employee performance, while digital literacy positively and significantly
affects it. Simultaneously, work stress and digital literacy have a positive and significant influence on employee
performance. It is anticipated that company management will devise workload management strategies to
alleviate work stress and assess the implementation of more efficient digital technology to enhance employee
performance.
KEYWORDS -digital literacy, employee performance,job stress, multiple regression analysis, workload
management
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
ABSTRACT: Huzhou has rich tourism resources, as early as a considerable development since the reform and
opening up, especially in recent years, Huzhou tourism has ushered in a new period of development
opportunities. At present, Huzhou tourism has become one of the most characteristic tourist cities on the East
China tourism line. With the development of Huzhou City, the tourism industry has been further improved, and
the tourism degree of the whole city has further increased the transformation and upgrading of the tourism
industry. However, the development of tourism in Huzhou City still lags far behind the tourism development of
major cities in East China. This round of research mainly analyzes the current development of tourism in
Huzhou City, on the basis of analyzing the specific situation, pointed out that the current development of
Huzhou tourism problems, and then analyzes these problems one by one, and put forward some specific
solutions, so as to promote the further rapid development of tourism in Huzhou City.
KEYWORDS:Huzhou; Travel; Development
快速办理(worcester毕业证书)伍斯特大学毕业证PDF成绩单一模一样
学校原件一模一样【微信：741003700 】《(worcester毕业证书)伍斯特大学毕业证PDF成绩单》【微信：741003700 】学位证，留信认证（真实可查，永久存档）原件一模一样纸张工艺/offer、雅思、外壳等材料/诚信可靠,可直接看成品样本，帮您解决无法毕业带来的各种难题！外壳，原版制作，诚信可靠，可直接看成品样本。行业标杆！精益求精，诚心合作，真诚制作！多年品质 ,按需精细制作，24小时接单,全套进口原装设备。十五年致力于帮助留学生解决难题，包您满意。
本公司拥有海外各大学样板无数，能完美还原。
1:1完美还原海外各大学毕业材料上的工艺：水印，阴影底纹，钢印LOGO烫金烫银，LOGO烫金烫银复合重叠。文字图案浮雕、激光镭射、紫外荧光、温感、复印防伪等防伪工艺。材料咨询办理、认证咨询办理请加学历顾问Q/微741003700
【主营项目】
一.毕业证【q微741003700】成绩单、使馆认证、教育部认证、雅思托福成绩单、学生卡等！
二.真实使馆公证(即留学回国人员证明,不成功不收费)
三.真实教育部学历学位认证（教育部存档！教育部留服网站永久可查）
四.办理各国各大学文凭(一对一专业服务,可全程监控跟踪进度)
如果您处于以下几种情况：
◇在校期间，因各种原因未能顺利毕业……拿不到官方毕业证【q/微741003700】
◇面对父母的压力，希望尽快拿到；
◇不清楚认证流程以及材料该如何准备；
◇回国时间很长，忘记办理；
◇回国马上就要找工作，办给用人单位看；
◇企事业单位必须要求办理的
◇需要报考公务员、购买免税车、落转户口
◇申请留学生创业基金
留信网认证的作用:
1:该专业认证可证明留学生真实身份
2:同时对留学生所学专业登记给予评定
3:国家专业人才认证中心颁发入库证书
4:这个认证书并且可以归档倒地方
5:凡事获得留信网入网的信息将会逐步更新到个人身份内，将在公安局网内查询个人身份证信息后，同步读取人才网入库信息
6:个人职称评审加20分
7:个人信誉贷款加10分
8:在国家人才网主办的国家网络招聘大会中纳入资料，供国家高端企业选择人才
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The conversations on Facebook from the Herringswell Manor School group from 2009 to the first half of 2024
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Factors affecting undergraduate students’ motivation at a university in Tra Vinh
Factors affecting undergraduate students’ motivation at a university in Tra Vinh
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
The Impact of Work Stress and Digital Literacy on Employee Performance at PT ...
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
STUDY ON THE DEVELOPMENT STRATEGY OF HUZHOU TOURISM
Com 600 theory presentation (2)
- 1. Medium Theory & Cultivation Theory Amika Osumi Kerry Bretti Amanda Sterling
- 2. Medium Theory “The medium is the message.” Marshall McLuhan, Understanding Media: The Extensions of Man, 1964 The medium is embedded in the message, meaning that the medium itself influences how people receive the message. TRANSLATION:
- 3. Medium Theory Misinterpretation People think that medium= channel and message= content Reinterpreted to content is the channel Definition and reinterpretation are too obvious McLuhan’s definitions: Medium= any extension of ourselves Message= change in interpersonal affairs that a new invention brings
- 4. McLuhan’s Medium Theory “We can know the nature and characteristics of anything we conceive or create (medium) by virtue of the changes - often unnoticed and non-obvious changes - that they effect (message.)” (Federman) Each invention has unintended consequences that affect how influential it is Content of each medium is in another medium Example: Facebook posts are just speech
- 5. Examples of Medium Theory In Action Light bulbs as media? Non-content medium that creates spaces of light where there normally would be darkness Increased light= social change (McLuhan) Newscasts about violent crime Less about the content More about change in attitude about
- 6. Does the Medium Theory apply to today’s social media? SmartPhone/Apps, the new medium Snapchat? LinkedIn?
- 7. Snapchat http://gifsec.com/funny/funny-gif-snapchat/ As a medium, Snapchat provides very personal/embarrassing/funny ways to communicate, thus molding the type of messages sent
- 8. LinkedIn LinkedIn as a medium, limits users to very professional options of communication. It therefore shapes the messages and content exchanged through the application/website
- 9. Cultivation Theory According to the Merriam Webster Dictionary.. - Cultivate: to grow or raise (something) under conditions you can control (Source: http://merriam-webster.com/cultivate)
- 10. Beginnings - Originally proposed by George Gerbner in the 1960s and expanded upon with the help of Larry Gross - Research began as a part of a larger project called Cultural Indicators, to study the causes and prevention of violence - (Source: http://masscommtheory.com/theory-overviews/cultivation-theory/)
- 11. Cultivation Theory - Began to study media effects (television) and whether it influences the audiences’ idea/perception of reality - The theory states that high frequency viewers of television are more susceptible to media messages and the belief that they are real and valid (Source: http://masscommtheory.com/theory-overviews/cultivation-theory/) - People end up unconsciously shaping their thought processes and behavior based on the media they consume (Source: http://communicationtheory.org/cultivation-theory/)
- 12. Assumptions 1. Because television is mass produced and a central role in American culture, it is more influential than other forms of mass media 2. TV does not cause or encourage violent behavior, instead it shapes people’s attitudes and beliefs 3. TV cultivates values and attitudes already present in culture 4. Viewing more than four hours a day can lead to Mean World Syndrome 5. Television does not reflect reality; rather it creates an alternate reality (Soure: http://www.communicationstudies.com/communication-theories/cultivation-theory)
- 13. Assumptions II - Distinguish between - ‘First Order’ Effects: General beliefs of the every day world such as prevalence of violence) - ‘Second Order’ Effects: Specific attitudes such as to law enforcement or personal safety And - Heavy viewers (most influenced) - Light viewers (least influenced) - Resonance: the intensified effect on the audience when what people see on TV is what they have experienced in life - (Source: http://masscommtheory.com/theory-overviews/cultivation-theory/)
- 14. Mean World Syndrome The belief that the world is a more dangerous place than it actually is Affects heavy television viewers who are thus exposed to more violence (Source: http://masscommtheory.com/theory-overviews/cultivation-theory/)
- 15. Cultivation applicable to social media today? “The day-to-day content we encounter on sites such as Facebook, Twitter, and YouTube—and the content that we ourselves generate and upload to these sites—may not be directly relevant to the traditional model of cultivation, with its emphasis on fictional narratives” (Morgan, Shanahan, & Signorielli, 2015). Morgan, M., Shanahan, J., & Signorielli, N. (2015). Yesterday's New Cultivation, Tomorrow. Mass Communication & Society, 18(5), 674-699. doi:10.1080/15205436.2015.1072725
- 16. Cultivation Theory & Video Games “The advances in the quality and content of video games has been enormous. But the systems themselves are starting to change the gaming experience. Headsets, voice messages, text messages, invitations....are all ways to connect with friends while gaming. If your system is connected to the internet, you can play with people you know, from all over the world. You can even have "friends" just like on Facebook or MySpace. Being ‘friends’ with someone on Xbox allows you to see their recent activity, what they are doing while they are online, send them message, see their high scores, and talk to them live” (Brenker, 2011). Brenker, A. (2011) Video games: The newest social media. Examiner.com. Retrieved from http://www.examiner.com/article/video-games-the-newest-social-media
- 17. Can Cultivation Theory apply to reality? Labeled for reuse on Google.com Retrieved from https://www.facebook.com/nbc nightlynews/?fref=ts Retrieved from https://www.facebook.com/ CBSEveningNews/?fref=ts
- 18. Sources Federman, M. (2004, July 23). What is the Meaning of the Medium is the Message? Retrieved February 17, 2016 from http://individual.utoronto.ca/markfederman/article_mediumisthemessage.htm . McLuhan, Marshall. Understanding Media: The Extensions of Man. New York, NY: McGraw Hill, 1964: 5-10. Morgan, M., Shanahan, J., & Signorielli, N. (2015). Yesterday's New Cultivation, Tomorrow. Mass Communication & Society, 18(5), 674-699. doi:10.1080/15205436.2015.1072725 Brenker, A. (2011) Video games: The newest social media. Examiner.com. Retrieved from http://www.examiner.com/article/video-games-the-newest-social-media Cultivate. (n.d.). Retrieved February 14, 2016, from http://merriam-webster.com/cultivate Cultivation Theory. (2011). Retrieved February 14, 2016, from http://masscommtheory.com/theory-overviews/cultivation-theory/ Cultivation Theory. (n.d.). Retrieved February 14, 2016, from http://communicationtheory.org/cultivation-theory/ Cultivation Theory. (2012). Retrieved February 14, 2016, from http://www.communicationstudies.com/communication-theories/cultivation-theory