The Effects Of Television On Television Messages - 1311 Words

Cultivation theory suggests that exposure to television messages can be an important factor influencing the behavior of individuals who spend a significant amount of time with the medium (Gerbner, 1969; Shanahan Morgan, 1999) History George Gerbner, in 1976, founded the Cultural Indicators project, which estimated that the average American child will have watched 8,000 murders on television by the age of twelve. Gerbner is so alarmed about the baneful effects of TV that he describes them in terms of fascism. Gerbner’s cultivation theory says that television has become the main source of storytelling today. Those who watch four or more hours a day are labeled heavy television viewers and those who view less than four hours per day,†¦show more content†¦Although there may be potential benefits from viewing some television shows, such as the promotion of positive aspects of social behavior (e.g., manners, friendship, cooperation, altruism, etc.), many adverse health conditions can also result. Respondents for this study were viewers and nonviewers from all regions of the United States. 430 individuals’ respondents were recruited through the national media to take an online survey. Because television-free individuals comprise a very small percentage of the general population, advertisements were made in national media establishments likely to attract participants who do not watch television. These establishments included a large nationally syndicated popular magazine and the web site for the TV Turnoff Network. Survey respondents were divided into three groups: (a) television-free, (b) viewers who watch in accordance with AAP recommendations and (c) frequent viewers (over two hours per day). Hammermeister found that television-free individuals show a stronger association with enhanced psychosocial health profiles than members of the moderate viewing group (i.e., the group following AAP guidelines) was not supported for men or women. Watching television less than two hours per day provides the same relation with psychosocial health as being television-free in this sample. 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