Tag: Cultivation scale

George Gerbner used a measuring procedure called: (A) Cultivation scale (B) Cultivation profile (C) Cultivation meter (D) Cultivation differential Correct Ans: (D) Explanation:George Gerbner developed a measuring procedure called the cultivation differential to study the effects of media, especially television, on audiences. The cultivation differential measures the difference in the perceptions of reality between heavy and light viewers of television. Gerbner’s cultivation theory suggests that prolonged exposure to media content shapes viewers' perceptions of the world, often making it seem more violent or dangerous than it actually is. The cultivation differential compares the worldviews of heavy TV watchers (who consume more media content) with those of light TV watchers (who consume less media content). This method helps to identify how much media exposure influences people's views on social issues, violence, and other aspects of life. Gerbner’s approach to measuring cultivation effects through the differential is more specific than other methods like the cultivation scale, which assesses attitudes towards certain issues but doesn’t directly compare heavy and light viewers. Other options like the cultivation profile or cultivation meter are not terms associated with Gerbner’s original research.

Tag: Cultivation scale

George Gerbner used a measuring procedure called:

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