What are the three types of media influence? Give an example of each.
What will be an ideal response?
Communication theorists believe the media can have three types of influence. The first, called cultivation, refers to the notion that
people begin to think that what they see on television and in other media really represents the mainstream of what happens in our culture. For
example, the media's stereotyped depiction of persons from different cultures causes many people to attribute those same qualities to persons from
these cultures in real life. The second influence, agenda-setting, refers to news reporters who select what to ignore and what to report, and within
the stories they report, what to emphasize. A news channel which focuses more on celebrity gossip instead of stories that are actually newsworthy
is an example of agenda-setting. The third influence is social learning, which involves viewers consciously or unconsciously imitating the behavior
of models such as the characters on television, in movies, or in books. For example, a teenager may attempt to imitate a celebrity who is mostly in
the public eye because of his or her notorious behavior.
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