Cultivation Theory - This means that the effect grows on the world gradually and multiplies even if you don't watch TV. As most people in the world watch TV, it suggests some are bound to be effected by this. Then they will act 'effected' socially around other people, which means they will be effected and then the process will never stop.
David Gauntlett
Key Idea: He suggests that the original way of teaching media fails to recognise the changing media landscape. This idea is called Media 2.0. He also dismisses the effects theory and has made 10 points to deal with why society aren't directly effected by television.
Most Important Article: 2007, media 2.0
Quote: 'its all about how we gather and develop knowledge about the social world: the very heart of social science'
My comment: He's right, media is a subject that is constantly changing and with change we need new ideas to counteract the progression of the industry.
Dafna Lemish
Key Idea: That children are effected by western culture through the television. However there are many reasons for this, the main one being globalisation.
Most Important Book: Journal of Children and Media
My comment: I agree with her to an extent, that children usually go with the crowd and will be effected by what they like. However they are not as ignorant as they are percieved in the effects theory, and that I still think they know the balance between right and wrong.
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