CMST 2C03 Lecture Notes - Lecture 6: Neil Postman, Cultivation Theory, Content Analysis
29 Sep 2016
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Document Summary
George gerbnet (1919-2005: founder and component of cultivation theory, mostly studied television exposure. Thought television was a powerful medium that existed while he was writing. In that time, television was the dominant form of medium. It might also be a generational thing that our parents might be more interested in the television rather than you: mainstreaming". Other medium like radio, can do the same thing. Media influence on people"s conceptions of reality can potentially absorb or override differences in perspectives and behaviour that stem from other social, cultural and demographic. Shift from uneducated/delinquent viewers to heavy media consumers: interested in researching between these two people. Continued exposer over long periods of time likely to cultivate users" minds values, and perspectives. First curriculum" (neil postman, 1979: he was talking about how television has become the first curriculum, that it"s becoming an organized way of knowledge, where school is becoming the second because of the rates of exposure.
