B.A. PSYCHOLOGY, SOCIOLOGY AND ENGLISH Lecture Notes - George Gerbner, Biofeedback, Content Analysis
13 May 2022
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Document Summary
1960s - experimental research - primary focus on negative effect" of media. The experiments were of stimulus-response genre which is referred to as dose-response studies. Emotions measured in terms of biofeedback related to media stimulus. Personality characteristics & cognitive processes became dv. There were debates regarding effects" vs influences". Cultural socialization studied in relation to media. Two key ideas - mainstreaming (homogenization) & resonance (reflection of real-life experience) Mainstreaming- different cultural backgrounds and values merge as a result of international television. Resonance- media acts to reinforce people"s real life experiences. Greenberg (1988): drench hypothesis focuses on differential effects of fictional or dramatic media messages on viewers. Certain media figures and themes have more effects than others. Example: a single celebrity endorsement of a product may have more impact than thousands of ingenious ads. U&g tradition has effects of humanism rather than behaviorism - focus on motives & needs of viewers.
