Lecture 18Last Lecture Notes Outline:I. Note from last classII. Models of Media InfluenceIII. Limited Effects Model (LEM)a. Critiquing the Assumptions of LEMIV. Agenda-Settinga. An example: public opinion polls – what’s importantb. Priming & Framing: Additions to the Agenda-Setting ModelCurrent Lecture Notes Outline:I. Defining IdeologyII. Components of ideologyIII. Some propositions about ideologyIV. Dominant ideologyV. Cultivationa. Two stages of cultivation analysisb. Cultivation’s general findingsIdeology and CultivationI. Defining IdeologyCroteau and Hoynes (pp. 152-3): Ideology is “a system of meaningthat helps define and explain the world and that makes valuejudgments about that world. Ideology is related to concepts such asworldview, belief system, and values but it is broader than thoseterms. It refers not only to the beliefs held about the world but alsothe basic ways in which the world is defined.”- Important to keep in mind that ideologies change over time- Example: Gender roles from 1900-2015- Modern Family clip on Moodle (good vs. bad neighbors =ideology)II. Components of ideology- “The way things are,” what is “normal” and “good”- “Natural” vs. “naturalize”- To naturalize does not mean to make something natural, itmakes it feel natural or treated as it is natural by bringingit into an ideology system- Naturalization: To make something seem natural- The process of naturalization sets aside other possibilities- Modern Family clip uses ideology: Portrays what is and isnot a good neighbor, ideology of gender and neighbors. Comm 121 1st EditionIII. Some propositions about ideology:1. The meaning of images is open to interpretation. (It getscomplicated sometimes because people do not always agree on theinterpretation. E.g. are they rebels or terrorists?)2. Ideology fixes meaning, or tries to.3. Ideology can never fix meaning once and for all4. Change of meaning is possible, even if it isn’t easy- Ideology often faces contestment- Example: Hilary Clinton running for president bringsmuch contestment to the ideology revolving around awoman president.- Example 2: “a woman’s place is in the home”IV. Dominant ideology- Quote 5 on Week 11 Quote Sheet: From John Downing, Ali Mohammadi, and Annabelle Sreberny-Mohammadi about “dominant ideology”:“The dominant social forces in each and every society try to encourage a certainset of values in citizens that fits the particular framework of political andeconomic structures in which they live. Since these values seem so fundamental,they are often taken for granted; thus it is very hard for people to become awarethat these values are not simply the obvious truth, but an ideology.”- Example of dominant ideology: one religion, race, etc. is better than another- We can be blind to our ideologies sometimes; no one can live without the definition of a situation.V. Cultivation- Cultivation analysis asks the question: “How do media ‘cultivate’ perceptions andattitudes? And which perceptions and attitudes do they cultivate?”- Social theory that studies the long-term effects of television.- Clip: George Gerbner, from The Electronic Storyteller- Cultivation: The building and maintenance of stable images of life and society- Cultivation will compare heavy viewers with light viewers: heavy viewers see things differently than light viewers.- Cultivation is rooted in the broadcast era (before there were so many platforms for television)a. Two stages of cultivation analysis:1. Content Analysis (e.g. frequency of violent acts)2. Cultivation surveys (comparing responses of “heavy” and “light” viewers”b. Cultivation’s general findings:- TV’s effect on behavior is slim: on world view is great Comm 121 1st Edition- Heavy viewers of TV are much more likely than light viewers to give TV answers to questions about the world- E.g. 1) who is in the world (by age)?  Heavy viewers think there are fewer old people than light viewers.- E.g. 2) is the world a safe place? Heavy viewers: no Example of “Mean world syndrome” you can’t be too careful. Comm 121 1st