Communication Technologies and Content Effects Number

CommunicationTechnologies and Content Effects


CommunicationTechnologies and Content Effects

Thedevelopment and the advancement in communication technologies hasbeen a breakthrough among the human achievements. In a broaddefinition, information, communication and technology are a synonymthat is used to stress on the role of the unified communications aswell as the integration of telecommunications, television, computerswhich all includes the sending and receiving of messages acrossdifferent platforms and from one place to the other (Sparks,2013).

Despitethe tremendous and beneficial development of the communicationstrategies, the aspect has varying effects. This paper looks intodifferent ways through which the communication technologies andcontent affect us in different ways. Using the book ‘mediaeffect: Advances in theory and research 3rdedition’,the paper looks at the different communication technology platformand its effect among people in the society. The chosen topic for thisquestion is chapter 3 “Growingup with Televisioncultivationprocess

  1. Chapter summary

TheTV has become one of the commonly used devices by people globally,with the most broadly sheared messages and images in history.However, with continued development in terms of communicationsdevices, it still remains a key tool among people as well as itsconsequences are increasingly being felt globally. In order tounderstand the effect of TV among the people George Gerbnerdeveloped a project in research which was meant to give a broad basedintegration approach on the impacts of the television among people.He came up with cultivationtheory of media effects.The theory was to help understand the repercussions of growing andliving in a cultural environment dominated by TV (Bryant&amp Oliver, 2009).

Thecultivation analysis theory looks into TV contributions to itsviewer’s conception of the social reality. The key hypothesisbehind the theory was ‘people who uses up more time on their TV’sare at a more expected to pick out the actual world in ways thatreplicate the messages and content observed on the TV world, comparedto those who watch less TV. In reference to the theory, the centralclaim is that, persistent and long-term exposure to the televisioncontent has some measurable but also measurable effects on theperceptual world of the viewer (Sparks,2013).In other words, the theory developer, George argued that, heavy TVviewing creates an exaggerated belief in the viewer. In the UnitedStates culture the TV has surpassed religion as the key storyteller.Due to technology development, the TV usage has changed over time dueto over time due to introduction the cable and satellite TV,internet, DVDRs, DVRs and VCRs. Some of the impacts associated withthe television watching are aspects such as sex roles for both menand women in the society, as well as sexual behaviors, politics andalso health and mental health and crime in the society (Bryant&amp Oliver, 2009).

  1. Media Example Related To The Media Effect I Have Chosen

Oneof the major effect related to the media effect and specifically theTV, is the association of television watching and obesity. In theUnited States, television watching has been greatly associated withchildhood obesity (Gauntlett,2005).This has been a health problem among the children in the country.Cultivationtheory offers a very plausible case, particularly in its emphasis onthe importance of mediation and on the symbolic function oftelevision in its cultural context. Heavy watching of the televisionhas been seen to change the viewer’s altitude towards other aspectsof life. To the children, the TV I have seen as a good way to spendtheir free time. This has in turn led to a good number of childrenspending ample time of their free time either playing games. Watchingof the television and according to the theory, it is believed tocreate the attitude that, the practice is a better way for childrento spend their free time (Sparks,2013).

Inconnection to obesity among the children on the other hand, is arguedthat, watching television is connected to a lack of physical activityamong the children, increased intake of calorie during TV watching,reduced resting metabolism. Therelationship between television viewing and obesity has been examinedin a relatively large number of cross-sectional epidemiologicstudies, but few longitudinal studies (Gauntlett,2005).

  1. Importance Of The Cultivation Theory

Thecultivation theory has its suggestion that, heavy watching of the TVleads to a world of ideas as well as mental content that is biasedtowards the reality as it is depicted through the media content. Thetheory explains that, heavy TV users are likely to develop an anomicsense or view of things. Such things include acceptance of specificgender stereotypes, and to fear possible crime victimization. Thetheory acts at mental content and the attitudinal level (Jeffres&amp Perloff, 1997).

Thetheory explains how the human mind is shaped in reference to the flowof the TV content and as content changes over time so does the humanattitudes. It can be said to be a passive learning theory. I.e. Weare what we eat, watch, and in turn in reference to the theory can goeither by or against its assumption, depending on how we think themedia serves people. The theory has helped understand the mediaeffects of the human behavior and specifically, people’s attitudein the society. It provides an assumption of what the communicationtechnology can be and its effect to the people (Bryant&amp Oliver, 2009).

  1. Personal Example On The Effect Of The Media

Useof the television has grown tremendously in the United States. Havinggrown in the country, I have depended on the television for both newsand entertainment purposes. During the famous 9/11 attack in theUnited States, the Muslim community was heavily linked with theattack. This greatly affected my attitude towards all the Muslim inthe country. My perception to any Muslim was that he or she is aterrorist. The media were biased in the sense that, the Muslimcommunity was victimized to appoint. However, this notion orperception of negativity towards the Muslim community ended after Ijoined college. By joining the college, I had the chance to fullspend time with Muslim oriented students and in turn changing myperception towards the entire Muslim community in the United States.The exposure to college life and to different people from differentbackground weakened the effect.


Bryant,J., &amp Oliver, M. B. (2009).&nbspMediaeffects: Advances in theory and research.New York:


Sparks,G. G. (2013).&nbspMediaeffects research: A basic overview.Australia: Wadsworth Cengage


Jeffres,L. W., &amp Perloff, R. M. (1997).&nbspMassmedia effects.Prospect Heights, Ill: Waveland


Gauntlett,D. (2005).&nbspMovingexperiences: Media effects and beyond.Eastleigh: John Libbey.