Cultivation Theory

Explanation of Theory: Gerbner’s cultivation theory says that television has become the main source of storytelling in today's society. Those who watch four or more hours a day are labeled heavy television viewers and those who view less then four hours per day, according to Gerbner are light viewers. Heavy viewers are exposed to more violence and therefore are effected by the Mean World Syndrome, an idea that the world is worse then it actually is. According to Gerbner, the overuse of television is creating a homogeneous and fearful populace. Theorists: George Gerbner Date:1976

USES AND GRATIFICATIONS THEORY

Explanation of Theory: Blumler and Katz’s uses and gratification theory suggests that media users play an active role in choosing and using the media. Users take an active part in the communication process and are goal oriented in their media use. The theorist say that a media user seeks out a media source that best fulfills the needs of the user. Uses and gratifications assume that the user has alternate choices to satisfy their need. Theorists: Blumler and Katz Date: 1974

Agenda Setting Theory

Explanation of Theory:

The Agenda-Setting Theory says the media (mainly the news media) aren’t always successful at telling us what to think, but they are quite successful at telling us what to think about. Theorist: Maxwell McCombs and Donald L. Shaw Date: 1972/1973