Read the passage below, and answer the questions (46 to 50) that follow based on your understanding of the passage:
The prominent example of the difference between surveys and experiments is research into the cultivation effects of television. Through survey evidence, this research has found correlational links between the amount of viewing that is claimed by respondents and certain patterns in their social beliefs, perceptions and levels of anxiety (Gerbner etal. 1977, 1979, 1986). Such global measures of television viewing may lack the necessary sensitivity to the significant variations in the message content of television.
More detailed measures of viewing habits, using diaries, have indicated that certain social perceptions may be sensitive to influences from particular types of programmes but not from others. An analysis of British viewers found no link between their perception of personal victimization in their local neighbourhood and any aspect of their television viewing, while a corresponding analysis of viewers in Los Angeles found the same perception to be associated with their reported viewing of US-produced crime drama shows. This suggests, among other things, that if the information of certain programmes is seen by viewers to have a direct relevance to their immediate social context, it may affect their particular perceptions of that context. In comparison, the application of experimental methodology to cultivation research has made it possible to explore such links in greater detail. Just as certain general features of a television series, such as its cultural setting, may render its content especially pertinent to how some viewers form judgements about certain aspects of their own or other societies, such effects may also be influenced, at a more detailed level, by how, for instance, conflicts are resolved in the series.
Experiments have shown that the same television drama can have different effects upon viewers’ perceptions of crime and their associated anxiety reactions if the ending manipulated, so that, in the version shown to one group, criminals are brought to justice, while in another version they are not. Further, the reality programmes that depict crime on television can have a more powerful impact on viewers’ perceptions of crime than fictional depictions. While surveys may also reveal such differential degrees of association between social perceptions and the exposure to particular types of television content, they are less appropriate for establishing whether viewers were especially attentive to certain messages within programmes. If, instead, an experimental methodology is chosen, programmes can be edited to include or exclude specific ingredients, so that differential audience reactions may be systematically measured in post viewing tests.
Q1. The survey result in Gerbner’s study revealed a correlation between
(A) amount of expected viewing and sensitivity.
(B) amount of viewing and variations in television content.
(C) amount of viewing claimed and patterns of social beliefs.
(D) amount of viewing claimed and patterns of television viewing.
Correct Ans: (B)
Explanation:
Gerbner’s study found a correlation between the amount of television viewing and patterns of social beliefs. Viewers who watched more television developed specific perceptions about society. Their beliefs and anxiety levels reflected the content they consumed. This study highlighted how media exposure can shape public opinions. However, the survey method only established a correlation, not causation. More research was necessary to determine direct media influence. Despite limitations, the findings emphasized television’s role in shaping social attitudes. Ultimately, this research contributed to the development of the cultivation theory.
Q2. Detailed measures of viewing habits, using diaries, revealed
(A) no link between personal victimization and their TV viewing.
(B) no link between their local neighbourhood and TV viewing.
(C) US-produced crime dramas had influence.
(D) information in shows relevant to their context affects viewer’s perceptions.
Correct Ans: (D)
Explanation:
Using diaries, researchers tracked detailed television viewing habits. They discovered that viewers’ perceptions depended on the relevance of programs to their social environment. For instance, British viewers saw no link between personal victimization and their television habits. However, Los Angeles viewers associated crime dramas with increased fear of crime. This indicated that television’s impact varied based on local context. Moreover, specific types of content influenced perceptions differently. Overall, the study suggested that context plays a crucial role in media effects.
Q3. Survey research is inadequate to study cultivation because
(A) it allows general exploration
(B) it is based on self reporting
(C) it is a specific measure of TV viewing
(D) it is sensitive to variations in message
Correct Ans: (D)
Explanation:
Surveys fail to effectively study cultivation effects because they cannot capture message variations. They rely on broad viewing patterns rather than analyzing specific content. Furthermore, surveys depend on self-reported data, which may be inaccurate. They also struggle to determine whether viewers paid attention to specific messages. As a result, surveys only show general associations, not precise media influences. On the other hand, experimental methods provide deeper insights into how media shapes perceptions. Thus, surveys alone are insufficient for cultivation research.
Q4. Experiments have shown that
(A) TV drama can have different effects on viewers’ perceptions of crime.
(B) different effects on viewers’ anxiety.
(C) different effects on audiences are seen if ending is manipulated for each group.
(D) fiction has a powerful impact on audience.
Correct Ans: (C)
Explanation:
Experiments demonstrated that television dramas influence crime perceptions differently. Researchers manipulated endings to observe changes in audience reactions. In one version, criminals faced justice, reducing viewers’ fear. In another, they escaped punishment, increasing anxiety. These results showed how storytelling choices impact public perceptions. Additionally, reality crime shows had a stronger effect than fictional programs. This experiment revealed that content structure and resolution shape audience beliefs. Therefore, television’s portrayal of crime significantly affects societal fears.
Q50 Experimental method should be preferred in studying cultivation because
(A) impact of crime can be understood better.
(B) programmes can be edited to include or exclude specific ingredients.
(C) post-viewing tests can be done.
(D) viewers’ attention can be measured.
Correct Ans: (D)
Explanation:
The experimental method is ideal for cultivation research because it measures viewer attention. Researchers can edit programs to include or remove specific elements. This allows them to study different audience reactions systematically. Additionally, post-viewing tests help assess audience perceptions more accurately. Unlike surveys, experiments ensure precise control over variables. They also reveal whether viewers consciously absorb specific messages. Ultimately, experimental methods provide a clearer understanding of media influence.
