What is the term for the approach to media effects that was pioneered by George Gerbner and his associates?
A) ideology model
B) cultivation analysis
C) hegemony model
D) propaganda analysis

Question

Quizplus · Accepted Answer

The approach to media effects pioneered by George Gerbner and his associates is cultivation analysis, which emphasizes the role of media in shaping viewers' perceptions of the world and their social reality. This perspective focuses on the long-term, cumulative effects of media exposure on attitudes, beliefs, and values, particularly with regard to issues such as violence, gender roles, and the portrayal of minority groups.

What Is the Term for the Approach to Media Effects