EMC CPD Online: Essential Media Theory for A Level: Next Level Gerbner
Mark Dixon takes a fresh look at cultivation theory, exploring the critical application of Gerbner’s ideas within A Level Media Studies. The session will offer a definition of the Gerbner key concepts required for study by all exam boards with lots of set text applications used to illustrate their potential effects. Key concepts covered in the session include:
- Cultural homogenisation and fear cultivation
- Resonance/mainstreaming audience effects
- Symbolic violence as ideology.
The second part of the session offers a more critical appreciation of cultivation theory: outlining the major conceptual differences between Gerbner and other media audience theorists specified for study, while also defining the limitations of Gerbner’s mass media ideas within the contemporary media landscape.
In the course of his presentation, Mark will offer some practical examples, including analysis of media set texts, as well as providing exemplar knowledge organisers that you can use to channel students’ thinking.
Mark Dixon is a freelance writer and head of Media and Film at Durham Sixth Form Centre. He is the author of Media Theory for A Level: The Essential Revision Guide and a regular contributor to MediaMagazine.
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