‘It is based on the assumption that mass media have subtle effects on…
2026
‘It is based on the assumption that mass media have subtle effects on audiences who unknowingly, absorb the dominant symbols, images and messages of media’.
The above-mentioned communication theory is known by what name and who developed it?
- A.
Agenda Setting by Maxwell McCombs and Donald L. Shaw
- B.
The Cultivation Theory by George Gerbner
- C.
Uses and Gratification Theory by Katz
- D.
Soviet Communist Theory by Wilbur Schramm
Attempted by 8 students.
Show answer & explanation
Correct answer: B
The correct theory described is Cultivation Theory, developed by George Gerbner. This theory posits that long-term exposure to media shapes the audience's perception of reality, causing them to unknowingly absorb dominant symbols and messages. Unlike Agenda Setting theory, which focuses on issue prioritization, Cultivation Theory emphasizes the subtle, cumulative effects of media content.