George Gerbner while propounding the cultivation Theory emphasized on the concepts of: Heavy viewers, light viewers and mainstreaming, the last one being …..
(A) Resonance
(B) Cognitive association
(C) Affectivity
(D) Priming
Correct Ans: (A)
Explanation:
George Gerbner’s Cultivation Theory explains how long-term television exposure influences audience perceptions. He categorized viewers into heavy viewers and light viewers, focusing on how television shapes their understanding of reality. Additionally, he introduced the concept of mainstreaming, which refers to how television reduces individual differences, making audiences adopt similar worldviews.
Moreover, Gerbner emphasized resonance, a crucial aspect of Cultivation Theory. Resonance occurs when television content strongly aligns with a viewer’s real-life experiences. As a result, viewers become even more affected by media messages. For instance, if a person frequently watches crime shows and lives in a high-crime neighborhood, they may believe the world is far more dangerous than it actually is.
Furthermore, this effect intensifies when television reinforces personal fears or beliefs. Heavy viewers, in particular, experience a stronger cultivation effect, making them perceive media portrayals as more realistic. Consequently, their attitudes and opinions shift, influencing how they view society.
Additionally, resonance creates a feedback loop, reinforcing pre-existing anxieties. This effect can shape public opinion, political views, and even policy decisions. Therefore, understanding resonance is essential in analyzing how media impacts perception.
In conclusion, Gerbner’s Cultivation Theory highlights how media exposure shapes our worldview. The concept of resonance plays a vital role in strengthening media influence, making it a significant factor in audience behavior and perception.
