Media 's Influence On Media

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The most effective media that has affected humanity the most would have to be television. Over the years, television quality has improved which has caused more people to spend more time sitting on their couch and watch whatever is on. Excessive use of television has led to the creation of the cultivation theory. The cultivation theory understands the cultural and social impact of media, especially television viewing in relation to concepts of social reality (Morgan, Shanahan, & Signorielli). Creator of the cultivation theory, George Gerbner, noticed television consumes more attention and time of people more than any other activities combined (Morgan, Shanahan, & Signorielli). Gerbner was also interested in a broader extent of how messages gradually exerted on the public as people were exposed to media messages in their everyday lives (Potter). The cultivation theory also emphasizes the importance of tracing how the media’s has shaped the meanings in the mass production of messages that were than widely distributed and shaped by public knowledge over a long term of time (Potter). The poll data of “Key Indicators in Media and News,” relates to the cultivation theory because TV rates have increased dramatically over the last couple of years. According to Pew Research Center, in 2013, there was an increase of nine percent more audience for morning newscasts. With people watching more television, it is easier for people to receive messages and not be able to create own thoughts about a crisis. The use of television has also decreased the sales of newspapers and news magazines. Time Magazine went from selling almost one-hundred and twenty thousand magazines in 2008 to barely selling sixty thousand in 2013 (PewResearch Center). ... ... middle of paper ... news network is correct and the other is wrong (PewResearch Center). According to the media system dependency theory, people depend on the media because it poses needs across different relationships we have such as understanding, orientation, and play (Westgate). The more we want to understand an issue, the more dependent we become on media to help us reduce uncertainly and the more attitudes, emotions, and behavior will change because of it (Westgate). People also follow the “new media” because it has a traditional sense to it, the internet provides the same content areas such as sports and politics (Riffe, Stephen, & Miron). Humans have always been curious about everything and that curiosity has lead people to believe things they see in the media because it give them a sense of what is happening even though the information they are receiving may not be true.

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