User:Sbang103/Theories of media exposure

Introduction
In the 21st century society, a large majority of individuals are overwhelmed by different types of media. Studying the decision making process has led to the theories of media exposure. These theories allow for researchers to gain more knowledge about the effects of media exposure and how they impact the daily lives of those who are exposed. Uses and gratification theory, social learning theory, cultivation theory, and medium theory all take specific interest in analyzing the effects of media exposure.

Cultivation Theory
Cultivation theory was proposed by George Gerbner in the 1960s. This theory focuses on how the amount of television that is taken in impacts the watcher. Gerbner argued that the more television watched by the viewer, the more their views of the world reflect what they are shown through the media. He compared his studies between two groups of people who were similar when it came to demographics, but the main difference between the groups was that one regularly watched television and the other did not. This theory focuses on the long-term effects of television and how the messages being portrayed can cultivate in people's lives. Gerbner believed that television has the ability to impact how people think about certain concepts but he did not believe that television has the ability to alter the concepts that people believe in.

Criticisms
Gerbner's theory of cultivation has been criticized for being too simplistic. Certain critics believe that the major issue with this theory is that Gerbner does not take content differences into account. He focused his studies mainly on the fictional side of television which is leaving out a large portion of the content shown on television. Another criticism related to this one is that it is somewhat inapplicable in the 21st century. Since this theory was originally adapted in the 1960s, the content that was shown while he conducted his studies differ greatly from the content shown in the year 2020. There is one more major criticism of this theory and it is known as the 'Third Variable Problem'. Critics that use this term when analyzing cultivation theory argue that Gerbner's research neglects to reflect on other variables that may be impacting the results of his study.

Medium Theory
Medium theory suggests that every form of media technology, or medium, has specific traits that create unique effects for the users. It also acknowledges that mediums naturally create certain social, physical, and psychological effects that alter the world-views of the people using the medium. This is a theory that was researched by many scholars over a large period of time. The theorists that have been involved in this theory include Marshall McLuhan, Neil Postman, Sven Birkets, and Nicholas Carr.

Marshall McLuhan
Marshall McLuhan utilized medium theory in order to acknowledge the importance of thinking of media in terms of the effects it can cause. A phrase that he coined, "the medium is the message," really sums up his standpoint on medium theory. McLuhan also suggested the concept of "hot and cool media". 'Hot media' requires low levels of participation, for example, the radio would be considered 'hot media' as it simply requires the listener to just listen to the content and not interact with it. 'Cool media', in contrast, requires higher levels of participation. An interactive conversation would be considered 'cool media' as it requires the involvement of each person.

Neil Postman
Neil Postman took special interest in analyzing photographs/images, the telegraph and the television through medium theory. He believed that the television is the medium which discouraged analyzing the information that is being presented in order to satisfy the public's need for entertainment. In contrast, Postman believed that the mediums of photographs and telegraphs were especially useful in keeping the American society full of people capable of thinking effectively, rationally and coherently.

Sven Birkerts
Sven Birkerts' research focused on analyzing the computer age through medium theory. His studies looked at how the 'computer age' is taking away from the concept of authorship and deliberation. Birkerts believed that people existing in the 'computer age' are quick to find answers to their questions, therefore devaluing the importance of analyzing the content they are taking in.

Nicholas Carr
Nicholas Carr analyzes the effects of the internet through medium theory. He suggests in his book, The Shallows, that the internet has the ability to 'rewire' the human brain in a way that changes the way people think about the world around them. Carr argues that the internet encourages 'superficial thinking' and that it allows for the devaluing of intellect. Another point he makes is that the internet serves as the keeper of memory and that it has taken over the role of our minds for keeping memory.