Cultivo Mediático e suas Conseqüências: um problema e duas propostas para análise de efeitos dos media

• Main Author: CARDOSO FILHO, Jorge Luiz Cunha
• Format: Article
• Language: Portuguese
• Published: Universidade Federal da Bahia 2007-12-01
• Series: Contemporanea : Revista de Comunicação e Cultura
• Subjects: Cultivation; Inference; Demonstration
• Online Access: http://www.portalseer.ufba.br/index.php/contemporaneaposcom/article/view/3504/2559

The article discuss the possibilities of production of inferences from the hypothesis of media effects known as Cultivation Process and presents two proposals for demonstration of cultivated effects to be employed in posterior inquiries. Situated in the scope of the theories of media effects in the long run, the hypothesis of the Cultivation Process searchs to demonstrate that a society whose main source ofknowledge is the TV, tends to perceive the world where it lives in accordance with what the master text of this technological apparatus presents. The objective of this article is to point which types of inferences can be constructed from this theoretical model and how it is possible to demonstrate the success of these inferences in theanalysis of the media effects.