effects of media

Topics: Sociology, Cultivation theory, Television Pages: 2 (646 words) Published: January 12, 2014
This study is to analyze “Exposure to private TV channels political talk shows and viewers perception regarding political parties”. The basic purpose of this study is to find out the influence of private TV channels political programs on viewers’ perceptions regarding political parties. The framework of this research is based on the set of two main theories i-e Cultivation theory and Uses and Gratification. These theories are disused below in relation with present study in brief. Cultivation Theory

Cultivation theory explains that how people’s formations of social reality are influenced according to exposure to television. The cultivation hypothesis states that the more television people watch, the more likely they are to hold a view of reality that is closer to television's representation of reality. According to this theory those who watch increasing amounts of television are forecasted to show increasing divergence of perceptions of reality away from the known picture of the social world and towards the ‘television’ picture of the world. The main focus of the research has always been on questions concerning violence and crime, with cultivation research paying attention to its television portrayal, its actual incidence and its differential risks on the one hand and to public awareness of and attitudes towards crime on other (Gerbner et al., 1984). In the widespread review of numerous studies of the television construction of reality, Hawkins and Pingree (1983) found many scattered indications of the expected relationships. According to them television can teach about social reality and that the relationship between viewing and social reality may be reciprocal: television viewing causes a social reality to be constructed in a certain way, but this construction of social reality may also direct viewing behavior. Cultivation analysis mostly focused on the consequences of exposure to its repeated models of stories, images, and messages. Theories of cultivation...
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