Journalism & Communication
Pages 7 (1757 words)
The methodology adopted by the researchers, including detailed description of control variables introduced,is comprehensively explained.Any similarities,as well as the differences, in researchers’ approach with Gerbner and Gross’s method, are pointed out…
The methodology adopted by the researchers, including detailed description of control variables introduced, is comprehensively explained. Any similarities, as well as the differences, in researchers’ approach with Gerbner and Gross’s method, are pointed out. The qualitative as well as quantitative data is properly explained and the researchers’ justifications for the deviant data values are also analytically evaluated. The findings, which stated that the very young audience is not psychologically mature enough to get ‘cultivated’ by television, and perception of a ‘violent’ world is associated with the amount of crime related dramas and cartoons seen by the children, are adequately explained. Any shortcomings in the researchers’ approach and logic, such as, small research period, and generalized control variables, are discussed. Proper recommendations, for instance, advanced study of preconceived notions in children over a long period of time, are provided. Introduction In 1976, while exploring the continuing effects of extensive television viewing on American audience, George Gerbner and Larry Gross introduced the ‘cultivation theory.’ The primary conclusion of their research was that prolonged exposure to violence related material on the television, results in the formation of a societal reality in the minds of the viewers, which further dictates their thought formation and alters their social behavior (Gerbner and Gross, 1976). ...