MassCom Digest: Notes, Theories & Media Trends

 Effects theories continued (Bullet theory, Cultivation theory, Spiral of Silence, Media Hegemony) Introduction In continuation of the Effects theories from the previous week, this chapter takes a look at four more theories that have been applied in the explanation of the general effects of mass communication on the audience. The theories under discussion here are: The Bullet theory, Cultivation theory, Spiral of silence and Media hegemony. The Bullet theory This is one of the earliest theories that were used in explaining the effects of mass communication. Based on the general state of fear, alarm and uncertainties during the World Wars, people tended to respond en mass to the propaganda that was being used as part of the warfare. Some media observers and communication analysts rushed to what has been often criticized as a 'simplistic conclusion' that communication messages produced strong and more or less universal effects on all audience members who happen to be exposed...

The cultivation theory was proposed by George Gerbner.  It is one of the core theories of media effects. According to the theory, people who watch television frequently are more likely to be influenced by the messages from the world of television. The influence goes to such an extent that their world view and perceptions start reflecting what they repeatedly see and hear on television. Television is,therefore, considered to contribute independently to the way people perceive social reality. Hypothesis The theory postulates that watching television frequently influences an individual to develop certain ideas of reality or beliefs and assumptions about life that mirror the most consistent or universal values that are showcased on television. The more a person watches television, the more likely he is to be influenced by what he watches when compared to others who watch less but share other similar demographic characteristics. Cultivation Theory The theory argues that the ...