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Media Audiences

Gerbner: cultivation differential, mainstreaming and resonance

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Overview

Cultivation differential, mainstreaming, resonance, and what the Mean World Index measures.

What you need to know

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Who and when

What are Gerbner's four key concepts?

Key term

What does the Mean World Index measure?

Questions from this subtopic

Each one with the model answer underneath.

  1. 1

    Who developed cultivation theory and through what type of research?

    Model answer

    George Gerbner developed cultivation theory through extensive research into television's effects on audience perceptions of reality.

  2. 2

    What is cultivation differential?

    Model answer

    Cultivation differential refers to the measurable difference in perceptions of reality between heavy media consumers and light media consumers, with heavy viewers holding views closer to the media-constructed reality.

  3. 3

    Whose perceptions of reality are closer to media-constructed reality according to cultivation differential?

    Model answer

    Heavy media consumers hold views closer to the media-constructed reality compared to light media consumers.

  4. 4

    Define mainstreaming in Gerbner's cultivation theory.

    Model answer

    Mainstreaming describes how heavy television viewing causes people from different social backgrounds to converge toward a shared, television-influenced worldview, overriding individual differences.

  5. 5

    What happens to individual differences in worldview when mainstreaming occurs?

    Model answer

    Individual differences are overridden as people from different social backgrounds converge toward a shared, television-influenced worldview through heavy viewing.

  6. 6

    What is resonance in cultivation theory?

    Model answer

    Resonance occurs when media content aligns with a viewer's lived experience, amplifying the cultivation effect because the media message reinforces what they already encounter in real life.

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