Question 1

Both light and heavy TV viewers overestimate the possibility that they will be the victims of violence in the near future.

Accepted Answer

A) True 
 B)False  True

Question 2

Given Katz' interest in the driving mechanism that leads to media use and Gerbner's emphasis on the effects of medium on the consumer, how compatible are their theories?

Accepted Answer

Katz and Gerbner's theories are not necessarily incompatible, but they do focus on different aspects of media use and its effects. Katz's interest in the driving mechanism that leads to media use suggests a focus on the individual's motivations and decision-making processes when it comes to consuming media. On the other hand, Gerbner's emphasis on the effects of the medium on the consumer suggests a focus on the impact of media content and exposure on individuals' attitudes, beliefs, and behaviors.

While Katz's theory may focus more on the individual's agency and choice in media consumption, Gerbner's theory may focus more on the potential influence and effects of media content on individuals. Both perspectives offer valuable insights into the complex relationship between media and consumers, and they can complement each other in providing a more comprehensive understanding of media use and its effects. Therefore, while their theories may have different emphases, they can be seen as compatible in offering different perspectives on the role of media in society.

Question 3

Another name that Gerbner uses for a heavy viewer is:

Accepted Answer

A)  television type. 
B)  video viewer. 
C)  tube type. 
D)  couch potato. 
A)  television type. 
B)  video viewer. 
C)  tube type. 
D)  couch potato. A

Question 4

Gerbner found that:

Accepted Answer

A)  over half of prime-time programs contain violence. 
B)  the rate of violence on television has increased over the years. 
C)  blue-collar workers are less likely to be victimized on television than white-collar executives. 
D)  All of the answers are correct. 
A)  over half of prime-time programs contain violence. 
B)  the rate of violence on television has increased over the years. 
C)  blue-collar workers are less likely to be victimized on television than white-collar executives. 
D)  All of the answers are correct.

Question 5

Heavy television viewers usually label themselves as:

Accepted Answer

A)  blue collar. 
B)  politically conservative. 
C)  middle class. 
D)  politically liberal. 
A)  blue collar. 
B)  politically conservative. 
C)  middle class. 
D)  politically liberal.

Question 6

Most of George Gerbner's survey results reveal a small but statistically significant relationship between TV consumption and fear of becoming the victim of a crime.

Accepted Answer

A) True 
 B)False

Question 7

The term that describes the process of blurring, blending, and bending the opinions of heavy television viewers is:

Accepted Answer

A)  resonance. 
B)  cultivation. 
C)  plowing the mind. 
D)  mainstreaming. 
A)  resonance. 
B)  cultivation. 
C)  plowing the mind. 
D)  mainstreaming.

Question 8

How does Gerbner define television violence and how does he test for its presence?

Accepted Answer

George Gerbner, a prominent communicatio

Question 9

According to George Gerbner, for resonance to occur, an individual must have had firsthand experience with violence that resembles the content shown on TV programs.

Accepted Answer

A) True 
 B)False

Question 10

To be defined as a heavy viewer, one must watch at least:

Accepted Answer

A)  two hours of television a day. 
B)  four hours of television a day. 
C)  six hours of television a day. 
D)  eight hours of television a day. 
A)  two hours of television a day. 
B)  four hours of television a day. 
C)  six hours of television a day. 
D)  eight hours of television a day.

Question 11

To illustrate the mainstreaming effect, George Gerbner showed how heavy TV viewers become conscious of economic and political distinctions.

Accepted Answer

A) True 
 B)False

Question 12

How does the proliferation of hundreds of specialized cable channels affect Gerbner's approach to media effects?

Accepted Answer

George Gerbner's cultivation theory, whi

Question 13

The recurring dramatic theme on TV shows focused upon by Gerbner is:

Accepted Answer

A)  sex. 
B)  violence. 
C)  materialism. 
D)  social class. 
A)  sex. 
B)  violence. 
C)  materialism. 
D)  social class.

Question 14

In your opinion, how important is a +.091 correlation between hours spent in front of a television set and the subsequent tendency to give "television answers" to questions about the likelihood of violence, sex role attitudes, political viewpoints, and so forth?

Accepted Answer

In my opinion, a +.091 correlation betwe

Question 15

How do light viewers differ from heavy viewers? What are the consequences of these differences?

Accepted Answer

Light viewers and heavy viewers differ i

Question 16

________, also called heavy viewers, watch on average at least four hours of television daily.

Accepted Answer

The answer of ________, also called heavy viewers, watch on...

Question 17

Gerbner gauged the overall level of violence by looking at the:

Accepted Answer

A)  percentage of programs that scripted violence. 
B)  rate of violence in programming. 
C)  percentage of characters involved in physical harm and killing. 
D)  All of the answers are correct. 
A)  percentage of programs that scripted violence. 
B)  rate of violence in programming. 
C)  percentage of characters involved in physical harm and killing. 
D)  All of the answers are correct.

Question 18

How would Gerbner react to McLuhan's famous axiom, "the medium is the message"?

Accepted Answer

George Gerbner, a prominent communicatio

Question 19

Cultivation differential is the difference in the percent giving the "television answer" within comparable groups of light and heavy viewers.

Accepted Answer

A) True 
 B)False

Question 20

Gerbner chose to allow cartoon action to be characterized as violence if it met other criteria.

Accepted Answer

A) True 
 B)False

Exam 29: Cultivation Theory

Both light and heavy TV viewers overestimate the possibility that they will be the victims of violence in the near future.

Given Katz' interest in the driving mechanism that leads to media use and Gerbner's emphasis on the effects of medium on the consumer, how compatible are their theories?

Another name that Gerbner uses for a heavy viewer is:

Gerbner found that:

Heavy television viewers usually label themselves as:

Most of George Gerbner's survey results reveal a small but statistically significant relationship between TV consumption and fear of becoming the victim of a crime.

The term that describes the process of blurring, blending, and bending the opinions of heavy television viewers is:

How does Gerbner define television violence and how does he test for its presence?

According to George Gerbner, for resonance to occur, an individual must have had firsthand experience with violence that resembles the content shown on TV programs.

To be defined as a heavy viewer, one must watch at least:

To illustrate the mainstreaming effect, George Gerbner showed how heavy TV viewers become conscious of economic and political distinctions.

How does the proliferation of hundreds of specialized cable channels affect Gerbner's approach to media effects?

The recurring dramatic theme on TV shows focused upon by Gerbner is:

In your opinion, how important is a +.091 correlation between hours spent in front of a television set and the subsequent tendency to give "television answers" to questions about the likelihood of violence, sex role attitudes, political viewpoints, and so forth?

How do light viewers differ from heavy viewers? What are the consequences of these differences?

________, also called heavy viewers, watch on average at least four hours of television daily.

Gerbner gauged the overall level of violence by looking at the:

How would Gerbner react to McLuhan's famous axiom, "the medium is the message"?

Cultivation differential is the difference in the percent giving the "television answer" within comparable groups of light and heavy viewers.

Gerbner chose to allow cartoon action to be characterized as violence if it met other criteria.

Launching Your Study of Communication Theory

Talk About Theory

Weighing the Words

Mapping the Territory Seven Traditions in the Field of Communication Theory

Symbolic Interactionism

Coordinated Management of Meaning Cmm

Expectancy Violations Theory

Social Penetration Theory

Uncertainty Reduction Theory

Social Information Processing Theory

Relational Dialectics Theory

Communication Privacy Management Theory

Media Multiplexity Theory

Social Judgment Theory

Elaboration Likelihood Model

Cognitive Dissonance Theory

Functional Perspective on Group Decision Making

Symbolic Convergence Theory

Cultural Approach to Organizations

Communicative Constitution of Organizations

Critical Theory of Communication in Organizations

The Rhetoric

Dramatism

Narrative Paradigm

Media Ecology

Semiotics

Cultural Studies

Uses and Gratifications

Agenda-Setting Theory

Genderlect Styles

Standpoint Theory

Muted Group Theory

Communication Accommodation Theory

Face-Negotiation Theory

CC-Cultural Theory

Common Threads in Comm Theories

Filters