Which traditional view of audiences was the first to study media effects longitudinally (i.e., over long periods of time)?
A) hypodermic needle
B) two-step flow
C) cultivation analysis
D) uses and gratifications

Question

Quizplus · Accepted Answer

Cultivation analysis is the correct answer because it focuses on the long-term effects of television and media on audiences, particularly how media shapes viewers' perceptions of reality over time. This approach, developed by George Gerbner in the 1960s, contrasts with earlier models by examining how prolonged exposure to media content can influence people's beliefs and attitudes.

Which Traditional View of Audiences Was the First to Study