Gerbner Theory and Power Point work Mr Thomas

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I agree with this theory if a person watches the media for a short period of time he might not get influenced straight away because he might interpret the message and realise its a false meaning. However, Gerbner suggested that if a person watches the media for a longer period of time it will shape and influence the way people perceive the world around them. This can mean over a longer period of watching the media people will interpret the message given to them and will make more sentence of the message. This was called cultivation theory, this means the media encodes the messages to the viewers and they start decoding over a longer period of time.Moreover, the message that's constructed to the viewers can be interpreted differently according to the viewer, some viewers might take the message in and share it, whereas others will take the message and forget about it. Therefore, Gerbner suggested you have to watch the media for longer to take the message in deeplyand construct a meaning through that message.



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