Sociology – Paper 4 – Media: Representation and effects | e-Consult
Paper 4 – Media: Representation and effects (1 questions)
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| Aspect | Agenda‑Setting Theory | Cultivation Theory |
|---|---|---|
| Core Mechanism | Media prioritize certain issues, influencing the public’s perception of what topics are important (first‑level agenda‑setting). Later extensions include attribute agenda‑setting (second level). | Long‑term, cumulative exposure to television shapes viewers’ perceptions of social reality, leading to a “mean world” view. |
| Key Empirical Evidence | McCombs & Shaw (1972) – correlation between news coverage of Vietnam and public opinion; numerous cross‑national studies confirming issue salience effects. | Gerbner et al. (1970s‑1990s) – “Mean World Syndrome” findings linking heavy TV viewing with heightened fear of crime. |
| Primary Limitations | Often treats audiences as passive; struggles to account for selective exposure and competing media sources; causal direction can be ambiguous. | Criticised for over‑emphasising television, neglecting other media; causality issues (does TV shape perception or do predisposed viewers choose certain TV?); limited cross‑cultural validation. |
| Contemporary Relevance | Applicable to online news feeds, algorithmic ranking, and social media trending topics. | Extended to “cultivation of reality” via streaming platforms and video games, though methodological challenges persist. |