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Essay / Research Paper Abstract
A 4 page research paper/essay that examines two communication theories, cultivation theory and technological determinism, and then discusses them in terms of the media change represented by the Internet and specifically blogs. Bibliography lists 3 sources.
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4 pages (~225 words per page)
File: D0_khblogs.rtf
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the influence and power of the Internet. Communication theorists in the 1960s thought that television was a powerful form of media. Imagine if almost everyone at that time had been
able to afford to have their own television station and could broadcast anything they liked. This is, more or less, the situation with todays Internet. Many people, convinced that traditional
forms of media are hopelessly biased in one direction or the other, are turning to the Internet and other people, rather than official news agencies, for their "news." Web-logs called
"blogs" are proving to be a powerful change in the context of mass media. The following examination examines two communication theories, cultivation theory and technological determinism, and then discusses them
in terms of this media change. Cultivation theory, which is sometimes referred to as the cultivation hypothesis or cultivation analysis, is approach to communication theory that was developed by
George Gerbner, Dean of the Annenberg School of Communications at the University of Pennsylvania (Chandler, 1995). Gerbner began his research in the mid-1960s in order to study whether or not
television was influencing viewers ideas relative to the nature of the everyday world (Chandler, 1995). Cultivation theorists assert that television viewing has long-term effects that are "small, gradual (and) indirect"
but which are also "cumulative and significant" (Chandler, 1995). According to cultivation theory analysts, television viewing primarily changes attitudes rather than behavior. The heavy viewing of television is perceived
as "cultivating attitudes" that are consistent with the world of television program, rather than on the reality of the everyday world (Chandler, 1995). For example, watching television may affect
a viewers attitude about how much violence there is in the world. Violence and crime rates may actually be declining in the real world, but if the viewer sees great
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