Media and communication - Essay Example

Gerbner’s therefore insists on the economically-determined nature of media violence, this he says undermines our chances of realizing effective reforms in the media. George Gerbner urges the society to think about the impact in complex and new ways and that media violence causes real world violence and therefore encourages us to think about the political, psychological social and development effect of growing up and living within a cultural environment of persistent, ritualized violence images (Gerbner, 1990).

He mainly focused his theory of the content of our TVs and the impact of the content on the growing population of the children and the highly growing population. The cartoon network shown to most of the children on the Saturday was his major point of argument where he argue that the viewers are highly affected by what they watch and if they watch violent things on the TV then they will automatically become what they see and that violence comes with power and therefore our children will follow suit.

Cultivation theory is a social that scrutinizes the long-term impact of television. It proposes that full television exposure produces a world of ideas and mental content that is similar and biased toward reality as is portrayed in media content. The main proportion of cultivation theory states that the more time people spend living in the television world the more they are likely to believe in social reality depicted on televisions and therefore tends to leave people of the misperception of what is true in the world.

According to this theory, those who view television are cultivated to view reality the same as what they watch in the television. Most of the television shows are normally very easy to access and very easy to understand and for this reason they provide very easy means through which people socialize within the society without these people considering the social dangers caused by these programs